Ministry of Health: The Lowdown

New Zealand's Ministry of Health's National Depression Initiative needed to provide additional outreach to young people and encourage them to seek help by visiting TheLowdown.co.nz, a "safe" online environment where a visitor could "get to a better place." To drive traffic, the Ministry of Health employed multiple media, including TV, radio, web banners, advertorials, and street posters.

Ministry of Health: The Lowdown

Draftfcb New Zealand Ltd

ENTRY INFORMATION

Category: Not-For-ProfitCountry where program ran: New ZealandDate program started/ended: 3rd December 2007 - 31st June 2008

Product Description:www.TheLowdown.co.nz, a leading edge multimedia website where youth could learn about depression, take a self test, talk to their peers via a message board and receive professional support via free text messaging and email support services.

Advertiser/Client Name: Ministry of HealthMedia Channels:Website: www.thelowdown.co.nz

STRATEGY

Marketplace Challenge:

One in seven young Kiwis will experience serious depression over the next 12 months -...

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