THE JOURNAL by DraftFCB Auckland for NEW ZEALAND MINISTRY OF HEALTH

THE JOURNAL

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Copywriter Murray Watt
Released June 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NEW ZEALAND MINISTRY OF HEALTH
Product/Service: NATIONAL DEPRESSION INITIATIVE
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Jun 2 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: http://www.depression.org.nz/
Media Strategy Director: Anne Lipsham (DraftFCB Media)
Media Manager: Blair Alexander (DraftFCB Media)
Digital Media Strategist: Emily Dunsmore (DraftFCB Media)
Managing Director of Media: Derek Lindsay (DraftFCB Media)
Digital Media Planner/Buyer: Steph Pearson (DraftFCB Media)
Media Planner/Buyer: Grace Villaneuva (DraftFCB Media)
Director of Interaction: Simon Sievert (DraftFCB)
General Manager PR: Angela Spain (DraftFCB PR)
Senior Account Director: Kate Heatley (DraftFCB)
Managing Director - Social Change: Brian van den Hurk (DraftFCB)
Executive Creative Director: James Mok (DraftFCB)
Copywriter: Murray Watt (DraftFCB)
Account Manager: Sarah Raine (DraftFCB)
General Manager Direct & Interactive: Matt Scott (DraftFCB)
Senior Contract Manager: Derek Thompson (Ministry of Health)
Group Manager: Barbara Phillips (Ministry of Health)
Associate Minister of Health: Hon Dr. Jonathan Coleman (Ministry of Health)
Senior Analyst: Candace Bagnall (Ministry of Health)
Team Leader: Dylan Norton (Lifeline Aotearoa)
Media placement: The Journal Self-Help Program - Depression.org.nz - 2 June 2010
Media placement: Search Engine Marketing - Google - 2 June 2010
Media placement: Response TV - FTA, Sky, Maori TV - 6 June 2010
Media placement: Online Performance Display - ValueClick, TPN, Google Content Network - 18 June 2010
Media placement: Public Relations (Print, Online, TV) - NZ Listener, TV1 News, Scoop.co.nz - 2 June 2010
Media placement: Medical Media (Print, TV) - NZ Doctor, Logic , Health TV - 11 June 2010
Media placement: Social Online - OhBaby, GayNZ, NZDating, Gay.co.nz, Spacifik, GardenNZ, GrownUps - 1 August 2010
Media placement: Email Journal Reminders - Personal Email Addresses - 2 June 2010
Media placement: Text Journal Reminders - Mobile Phone Providers - 6 June 2010

Insights, Strategy & the Idea
With the world’s second highest suicide rate and depression the leading cause, we needed more people to seek help - only 500 a month visited their doctor.

We partnered with medical experts and created an online self-help programme - ‘The Journal’. Success relied on motivating sufferers to self-help.

Instead of targeting demographics, we targeted medical barriers which prevented engagement with The Journal and employed media strategies to overcome each:

− Impaired decision-making: People may not believe in it. Media created credibility.

− Unmotivated: People may not actively search for it. Media made it easy to find.

− Social isolation: People may not talk with friends or family but need encouragement. Media ensured community support.

− Difficulty concentrating: People may lose energy to finish it. Media maintained participation.

− Mood swings & suicidal thoughts: People could need help at anytime. Media was live 24/7.

Creative Execution
The creative strategy built a personal relationship between our campaign spokesman John Kirwan (New Zealand sporting legend) and the user to aid their recovery. The 7th most trusted person in New Zealand, Kirwan brought a unique ‘face-to-face’ element to The Journal.

Every media touch-point helped overcome the barriers sufferers faced, while Kirwan’s presence maintained an intimate relationship throughout a user’s journey to recovery:

− Public Relations & Medical Media gave The Journal credibility as a self-help tool.

− Response TV and Online Performance Display targeted personal moments making it easy to visit the website.

− Social Online gave anonymous comfort with integrated content in digital communities; gay, elderly, post-natal, and selected ethnicities.

− Text and Email reminders from Kirwan provided ongoing support & kept people returning.

− Search 24/7 made The Journal instantly easy to find should someone reach out for help.

Results and Effectiveness
− Sign-ups 3 times greater than doctors visits.
− Website traffic increased by 376%.
− Average time-on-site 11:12min - effectively equivalent to a doctors visit.
− Estimated $23.8m in economic savings, an ROI of 34:1.

So successful is the programme that the Government is conducting medical trials to give it the same status as anti-depressant drugs, and some doctors already recommend The Journal as an alternative to medication. That’s because we’ve proven it saves lives:

“I just wanted to thank the people responsible for the campaign and website. Your work quite literally saved my life on Sunday night"