DraftFCB & Colenso BBDO on the Effie money

Colenso BBDO and DraftFCB were the agencies of the moment at last night’s Effie Awards. (Read more on Colenso’s success, and other Effie items, in today’s NBR.)

SEE ALSO: NBR's Best-Dressed - the slideshow

DraftFCB’s work for the Ministry of Health with its John Kirwan-fronted National Depression Initiative/The Journal was the hot ticket for the agency, winning most effective client of the year, a gold in social marketing/public service and most integrated campaign.

CAANZ chief executive Rick Osborne said the campaign was a world-first in healthcare, leading depression sufferers on a journey to recovery.

“Testament to The Journal’s effectiveness is the ministry’s decision to give it the same medical status as anti-depressant drugs.”

New Zealand has one of the highest suicide rates in the world and depression is a leading cause.

FCB had done work in the past to change attitudes toward depression but people weren’t taking action to recover from it.

TV and online had been used in the past but FCB wanted to take a more engaged approach – so rather than telling people how to recover, it brought everything together in one place (The Journal) in order to mentor people through theprocess.

It encompassed not only marketing but also therapy, counselling and doctors in one place.

During the six weeks following the June 1 launch, 4485 people signed up (six times the number who saw their GP for treatment); 83% of participants reported an improvement in their depression; and average improvement is 180% higher than the target for traditional treatment.

FCB set itself a series of big hairy audacious goals, with three main objectives: driving people to the programme, engaging with The Journal, and improving their depression.

During the first six weeks post-launch, there were 76,000 visits.

It enjoyed a 2300% increase in traffic during the first TVC flight.

There was a 90-minute total online engagement time over six lessons and a 50% return visitor rate.

Some 83% of people completing The Journal improved (measured by an industry standard), showing an average change of 9.3 out of 24 – taking the average user from moderately severe depression to almost none.

The feedback from site users has been positive and impressive.

“The email reminders were useful for keeping me on track,” one user said. “How cool to get a text from JK each week. My social phobia makes me inclined to isolate, so this makes me feel connected, and then I get connected.

“I’ve actually been going out (unheard of) and doing stuff.”

Another user was highly impressed of the appropriate use of public funds.

“I'm totally impressed by the quality of the package. This programme is so on the money, I've been addressing things I hadn't even realised were problems.

“So big thanks for using public funds in such a constructive and creative and effective way – very impressive.”