Today, depression is front and centre of social discourse. There is no shame admitting it or discussing it. But back in 2010, it was a dark secret buried under fear and embarrassment - so the National Depression Initiative was created to get people to open up and seek help. 

Collaborating with ex-All Black icon, John Kirwan, I had a lead role in developing a multi-phased campaign that blew the taboo wide open, followed by a revolutionary online experience that took help to the people.

The campaign became a cultural touchstone for New Zealanders. It’s given people permission to confront the Black Dog with twice the number of people using the online platform than consulting their GP. The success has been internationally awarded for effectiveness and Sir JK was knighted for his services to mental health.

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