With depression, getting help early can make a big difference. But most people don’t recognise the symptoms until it’s too late. In fact, they don’t even want to think about it. We needed a way to break through this psychological resistance and make the topic more approachable.
Our campaign introduced ‘the black puppy’, an early manifestation of the black dog, using cute appeal to draw our audience in while clearly communicating key symptoms and what happens when they’re ignored. We worked with Beautiful Pictures and Corrie Jones to create the hero film, supported by extensive OOH and digital assets.
Metrics revealed a 20% increase in awareness of depression symptoms among youth and a 15% rise in general practitioner consultations within three months of the campaign’s launch.
