National Depression Initiative – The Journal

Category: Social Marketing/Public Service; Most Integrated Campaign; Paradigm Shift
Agency: DraftFCB
Client: Ministry of Health


Blurring the line between marketing and medicine led to a successful National Depression Initiative campaign for the Ministry of Health. Rather than simply telling people how to take action and leaving them to do it by themselves, the campaign integrated marketing strategy, medical expertise and personalised support to help people get through depression one small step at a time.


According to the World Health Organisation, depression will become the second leading cause of preventable death by 2020. Combined with New Zealand’s already high suicide rates linked to depression, the issue is approaching crisis point.