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Draftfcb takes out Grand Effie at the New Zealand Effectiveness Awards

Press Release - New Zealand, 11 October 2013

The Journal, an online self-help tool for those with depression, developed by Draftfcb for the New Zealand Health Promotion Agency (HPA), picked up the Grand Effie, at the New Zealand Effectiveness Awards held Thursday 10th of October in Auckland.

International Judge Peter Field was impressed by the campaign, which features John Kirwan and has helped thousands of Kiwis, particularly men, overcome depression.

Peter says of the initiative, "It's truly a world-class case study; a tour-de-force of persuasive evidence-based argument that leaves you in no doubt about the financial success of the campaign, despite the considerable challenges of doing so.

"If only all campaign evaluation was as smart and as earthed in reality as this."

Draftfcb’s Head of Planning, David Thomason, is proud of the strategic thinking and subsequent longevity of the campaign.

"It's a bold new approach to social marketing developed over three years ago, that continues to be effective," says Thomason.

Draftfcb also took out four other awards during the evening, including Gold for both The Journal and Mitre 10 Easy As.

Draftfcb’s full list of awards is as follows:

Grand Effie – The Journal
Gold – sustained success – The Journal
Gold – retail – Mitre 10 Easy As
Silver – most effective integrated – Mitre 10 Easy As
Bronze – best strategic thinking – Mitre 10 Easy As

In addition to this year’s accolade, The Journal has featured prominently in previous Effie Awards, namely 2010 and 2011.

The Ministry of Health launched the National Depression Initiative (now managed by the HPA) in 2006 to reduce the impact of depression on thousands of New Zealanders affected by the illness every year.

The website,, is home to an online self-help programme and a range of phone, text and email services that provide professional advice to help people find a way through depression.

Legendary All Black, John Kirwan, uses coaching techniques to help people through the six-week self-help programme. His open discussion about his personal experience with depression has struck a chord with many New Zealanders.

Over two million kiwis have visited the website, and over 40,000 have viewed The Journal just this month.

About DraftFCB Australia/New Zealand

• DraftFCB creates change.
• Whether through tactical campaigns, long-term brand strategies or social change projects, DraftFCB has extensive experience in helping organisations change brand perceptions, achieve significant commercial success, or dramatically shifted social norms.
• As a full service integrated agency our clients enjoy the benefit of open and active collaboration across multiple disciplines to deliver better communications solutions.
• DraftFCB ANZ is one of the region’s top marketing and communications agencies, and is part of the DraftFCB Worldwide network. With offices in Sydney, Melbourne, Auckland and Wellington the agency has an extensive list of clients in the automotive, retail, government, media and FMCG sectors.
• DraftFCB is a subsidiary of the Interpublic Group of Companies, a US public listed company that also owns Lowe Worldwide and McCann Erickson Worldwide.
• 2009 & 2011 CAANZ Media Agency of the Year
• 2010 Agency of the Year
• Most awarded Agency at 2011 RSVP awards and EFFIES awards

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