National Depression Initiative (New Zealand)
Also: John Kirwan depression campaign · The Journal · depression.org.nz
New Zealand Ministry of Health programme launched in 2006, fronted by former All Black John Kirwan talking about his own depression, driving people to a helpline and from 2010 to The Journal, a free online self-help programme. Later managed by the Health Promotion Agency.
- Years
- 2006–now
- Country
- New Zealand
- Topic
- Mental health
- Asks people to
- RecognizeSeek help
- Strategy
- CelebritySelf efficacyService linkTestimonial
- Channel
- HotlineTVWebsite
- Audience
- AdultsMen
Evidence
Self-reportedUnknown
CAANZ/WARC 2007 Gold paper: more than 23,000 calls to the depression helpline in nine months, almost 300% above the most optimistic projection, with men calling in unprecedented numbers. IPA Effectiveness Awards 2014 Gold (2010-2013 phase): claimed ROMI of 5; about 46,500 registered Journal users and an agency claim that 90% of completers improved their PHQ-9 score (snippet). All sponsor/agency-reported; no peer-reviewed evaluation found in PubMed.
Sponsor (who paid)
- New Zealand Ministry of Health Foreign government, funder
- Health Promotion Agency (Te Hiringa Hauora) Foreign government, manager (later phases)
Credits (who made it)
- FCB New Zealand Creative, 2010-2013 source
- John Kirwan Individual, 2006- source
Related campaigns
- Like Minds, Like Mine 1997–now
- beyondblue: the national depression initiative 2000–now
Sources
Research notes
FCB credit fetched from M+AD 2026-10-22 (browser) and covers 2010-2013; the 2007 WARC paper (fetched) names no agency, so the 2006 launch agency is unconfirmed. Launch year 2006 from search snippets (StopPress, Ministry release); verify. The Lowdown (youth site, launched December 2007) was part of the NDI; split if a youth-specific record is wanted. Safe messaging: not scored.
Record cases/nz-national-depression-initiative.json, updated 2026-10-22· Link to this campaign