About NDI

The National Depression Initiative (NDI) aims to reduce the impact of depression on the lives of New Zealanders, by aiding early recognition, appropriate treatment, and recovery. It is part of the Ministry’s commitment to addressing suicide prevention, as well as to improving the mental health and wellbeing of all New Zealanders. Funding for the research and development phase of the NDI was made available during 2004/05, and the campaign itself was launched in October 2006.

The NDI framework:

Objectives

• Strengthen individual, family and social factors that protect against depression
• Improve community and professional responsiveness to depression

Key strategies

1. Identify and build on opportunities to create a social and physical environment that protects people from depression.
2. Encourage people to recognise and become more responsive to depression, including:
   • The importance of early identification and intervention;
   • Assisting people to recognise symptoms of depression in themselves and others;
   • Encouraging people to seek appropriate help; d. Increasing awareness of effective interventions for depression, including self help strategies.
3. Improve the capability of health professionals to respond appropriately to people seeking help with depression.
4. Support co-ordination mechanisms between public health, primary health care and mental health care services, consistent with the objectives of the National Depression Initiative.
5. Support the above with research, monitoring and evaluation.

Components

The National Depression Initiative (NDI) is made up of many components, including television, radio and online advertising, health resources, guidelines and workforce development for primary care, phone, online and text-based support services, two websites, and research. The NDI also supports primary mental health service development and the implementation of guidelines for GPs on mental health issues including depression.

Television

One of the most high profile aspects of the NDI is the television advertising featuring ex All Black John Kirwan, and his family. These ads have been very positively received, with the third tracking survey showing that over 90 percent of people surveyed recalled them and the majority were very positive about them. 97 percent of Maori surveyed recalled the ads, and recall amongst young people aged 16-24 years was also high, at 91 percent.

Radio

Radio advertisements for Maaori went to air on iwi radio over summer 2006 and 2007.

National Depression Initiative Website

The campaign website has recently been redeveloped and can be found on www.depression.org.nz. The site provides information about depression and where to find help. The new site is more interactive and features case studies of six people talking about their experiences and what they found helpful in getting through depression and managing their mental health afterwards. The intention is to provide a lot more support for people managing milder forms of depression through self-help, and for those in recovery. An online self-management programme fronted by John Kirwan is being developed, with a view to going live later in 2009. This is based on structure problem solving, and John will act as a ‘coach’ for people going through the programme.

Helpline

A helpline is available for those wanting more information and support on 0800 111 757. The service provides phone support for callers, who can be provided with information about getting appropriate help at a local level if this is wanted. On average, over 50 calls are received each day, with call numbers increasing when the ads are on television. Those callers who are referred to professional support are given the option of being called back to check on their progress, and many people have found this helpful and choose to continue receiving the support.