Kirwan's openness makes for a successful campaign
Former All Black John Kirwan is delighted that the television campaign on depression in which he and his family feature has been so positively received.
Kirwan is back in New Zealand to be fully briefed on the impact and success of the National Depression Initiative ads, as well as to catch up with family and friends. Today he met with Associate Health Minister Jim Anderton who took the opportunity to thank Kirwan for his contribution to the well-being of fellow New Zealanders.
"John Kirwan has had a major impact on the lives of many New Zealanders who experience depression," said Jim Anderton. "By speaking so candidly about his personal experiences and what helped him to get his life back on track all those years ago, he has made it possible for many others to see the potential for a better life after depression."
Early research results show that the depression ads are communicating exceptionally well across ethnicities, genders and most ages. Seventy eight percent of respondents recalled the advertisements, and of these the vast majority were very positive about the ads. They showed particular admiration for John Kirwan's willingness to talk openly about his experiences.
"The ads are prompting people to seek help and advice, which is what the campaign is all about," said Mr Anderton. "We want to give people with depression some self-help options that are known to be effective. And of course we want people who need professional help, to understand how to get it."
Slightly fewer young people recalled the ads (65% of respondents) and they are also less inclined to use the helpline. "Young people have higher rates of all mental health issues, including depression, than the general population, so radio ads and a new interactive website for young people are being developed as a campaign priority," Jim Anderton said.
Background
The National Depression Initiative is part of the Labour Progressive Government's response to suicide prevention. $6.79 million was allocated, over the five-year period July 1 2004 - 30 June 2009 for the public health campaign, as part of the Progressive Party's coalition agreement.
Depression is the most common mood disorder in New Zealand. One in six New Zealanders will experience a major depressive episode during their lifetime . In the last 12 months, 5.7 percent have experienced such an episode. Over a third of those who experienced a mental disorder in the last year have more than one disorder, with mood and anxiety disorders commonly co-occurring. A clear association exists between an increasing number of disorders and suicidal behaviour, especially suicide attempts.
The National Depression Initiative campaign: an overview
Research and development work was completed during 2005, including consultation with stakeholders. Research looking at international experience found that successful campaigns included strategies to reduce stigma and discrimination against people with experience of a mental illness. New Zealand is fortunate to have had the Like Minds Like Mine campaign in place now for seven years, and in that time surveys have shown encouraging changes in terms of people's understanding of mental illness and acceptance of people with experience of mental illness.
Health education resources have been distributed, including brochures and posters for the general public, and for primary health care providers. An 0800 Helpline (0800 111 757) managed by Lifeline, and an information website at www.depression.co.nz have been available since the campaign was launched. Lifeline receives an average of 175 calls a day when the ads are on air, dropping to 56 when they are off air.
The Mental Health Foundation is leading the co-ordination of on-the-ground activities in support of the campaign, including work being carried out by mental health promotion workers around the country, public relations and communications activities. Radio advertisements targeting Maori went to air in December 2006, and new radio advertisements for young people are being developed alongside an interactive website for young people, to be launched in July this year.
New primary mental health services being developed and delivered by about 40 PHOs around the country also support the aims of the National Depression Initiative campaign, as will the development and implementation of new guidelines for primary health care providers on depression.
John Kirwan's contribution to the depression campaign has been significant, and initial feedback from pre-testing results are confirmed by a national survey showing 78% of those surveyed recalled the advertisements, and of these 98% were positive about them. Both the survey and 0800 helpline callers have identified his personal honesty and openness as a key factor in the success of the campaign.
Kirwan is back in New Zealand to be fully briefed on the impact and success of the National Depression Initiative ads, as well as to catch up with family and friends. Today he met with Associate Health Minister Jim Anderton who took the opportunity to thank Kirwan for his contribution to the well-being of fellow New Zealanders.
"John Kirwan has had a major impact on the lives of many New Zealanders who experience depression," said Jim Anderton. "By speaking so candidly about his personal experiences and what helped him to get his life back on track all those years ago, he has made it possible for many others to see the potential for a better life after depression."
Early research results show that the depression ads are communicating exceptionally well across ethnicities, genders and most ages. Seventy eight percent of respondents recalled the advertisements, and of these the vast majority were very positive about the ads. They showed particular admiration for John Kirwan's willingness to talk openly about his experiences.
"The ads are prompting people to seek help and advice, which is what the campaign is all about," said Mr Anderton. "We want to give people with depression some self-help options that are known to be effective. And of course we want people who need professional help, to understand how to get it."
Slightly fewer young people recalled the ads (65% of respondents) and they are also less inclined to use the helpline. "Young people have higher rates of all mental health issues, including depression, than the general population, so radio ads and a new interactive website for young people are being developed as a campaign priority," Jim Anderton said.
Background
The National Depression Initiative is part of the Labour Progressive Government's response to suicide prevention. $6.79 million was allocated, over the five-year period July 1 2004 - 30 June 2009 for the public health campaign, as part of the Progressive Party's coalition agreement.
Depression is the most common mood disorder in New Zealand. One in six New Zealanders will experience a major depressive episode during their lifetime . In the last 12 months, 5.7 percent have experienced such an episode. Over a third of those who experienced a mental disorder in the last year have more than one disorder, with mood and anxiety disorders commonly co-occurring. A clear association exists between an increasing number of disorders and suicidal behaviour, especially suicide attempts.
The National Depression Initiative campaign: an overview
Research and development work was completed during 2005, including consultation with stakeholders. Research looking at international experience found that successful campaigns included strategies to reduce stigma and discrimination against people with experience of a mental illness. New Zealand is fortunate to have had the Like Minds Like Mine campaign in place now for seven years, and in that time surveys have shown encouraging changes in terms of people's understanding of mental illness and acceptance of people with experience of mental illness.
Health education resources have been distributed, including brochures and posters for the general public, and for primary health care providers. An 0800 Helpline (0800 111 757) managed by Lifeline, and an information website at www.depression.co.nz have been available since the campaign was launched. Lifeline receives an average of 175 calls a day when the ads are on air, dropping to 56 when they are off air.
The Mental Health Foundation is leading the co-ordination of on-the-ground activities in support of the campaign, including work being carried out by mental health promotion workers around the country, public relations and communications activities. Radio advertisements targeting Maori went to air in December 2006, and new radio advertisements for young people are being developed alongside an interactive website for young people, to be launched in July this year.
New primary mental health services being developed and delivered by about 40 PHOs around the country also support the aims of the National Depression Initiative campaign, as will the development and implementation of new guidelines for primary health care providers on depression.
John Kirwan's contribution to the depression campaign has been significant, and initial feedback from pre-testing results are confirmed by a national survey showing 78% of those surveyed recalled the advertisements, and of these 98% were positive about them. Both the survey and 0800 helpline callers have identified his personal honesty and openness as a key factor in the success of the campaign.