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.

− 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”