FOR IMMEDIATE RELEASE
World Mental Health Day 2008:
Attitudes are changing for the better
The way New Zealanders view and treat people experiencing mental illness is changing, and high-profile public campaigns
have an important role to play, says the Mental Health Foundation.
The work of two such ongoing campaigns, Like Minds, Like Mine and the National Depression Initiative (featuring John
Kirwan) were last night recognised at the 2008 CAANZ EFFIE® Awards, which honours creative achievement in meeting and
exceeding advertising objectives.
The Ministry of Health and advertising agency DraftFCB were winners in the “Sustained Success” category for their entry
‘Changing the way New Zealanders view and treat people with mental illness’.
Their case study presented evidence for success, including improving levels of public acceptance of people experiencing
mental illness, more people seeking help, and recognition from the World Health Organisation, who cited the campaigns as
examples of global best practice.
“We would like to add our congratulations to the Ministry and Draft FCB for their work on these campaigns, which show
clear evidence of changing attitudes,” says Judi Clements, Chief Executive of the Mental Health Foundation. “The award
is timely as we celebrate World Mental Health Day today, for which our chosen theme is ‘Make your mark for mental
The Foundation is also celebrating its 30th year of operation this evening in Wellington at Te Papa, with the launch of
a history book called ‘Change In Mind: A History of the Mental Health Foundation of New Zealand’.
“These campaigns are part of a huge social movement toward greater awareness of mental health and better treatment for
those experiencing mental illness which has been building in New Zealand for the last three decades,” says Judi
“There is much work still to do, and the creativity and consistent excellence of campaigns such as Like Minds, Like Mine
and the National Depression Initiative lend great weight to the Foundation’s ongoing mission to make mental health