National Depression InitiativeComponents 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. TelevisionOne 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. RadioRadio advertisements for Māori went to air on iwi radio over summer 2006 and 2007. National Depression Initiative WebsiteThe 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. HelplineA 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. Health education resourcesA general information brochure on depression is available from moh@wickliffe.co.nz or by phone order on 04 496 2277 (Order No. HP:4309). Website and online support services for young peopleThe Lowdown site www.thelowdown.co.nz was launched in December 2007. The website was produced in response to a mounting body of evidence showing that young people, who tend not to seek help for depression in spite of having higher prevalence than other age groups, seem to be more receptive to communication via the internet and phone texting. The website is a vehicle where youth can safely talk about their experiences of depression, and get help. The Lowdown site includes musicians, local celebrities and everyday people sharing their personal stories about depression. These have recently been updated to include high profile young sportspeople. A real 3D world allows users to choose a navigator to walk them through the site. In its first two months the site received over 42,000 visitors and provided 3,000 support sessions with a split of 67% text and 33% email sessions. It has exceeded expectations in reaching young people and providing essential support for those experiencing depression. In its first year of operation, there were about 30 young people referred to emergency services due to concerns about their personal safety. thelowdown health education resourcesHardcopy brochures and posters for young people on the lowdown are available from the Mental Health Foundation on www.mentalhealth.org.nz. Previews: Lowdown A2 Poster (PDF, 850 KB) Lowdown Information Card (PDF, 324 KB) Lowdown Flyer (PDF, 640 KB) Supporting people with depression primary careIn a separate but related initiative, primary health organisations (PHOs) have been funded over the last few years to establish new services to address the mental health issues that are increasingly a feature of primary care practice. These primary mental health initiatives are demonstrating very positive results in improving access to effective help for depression, anxiety, and drug and alcohol related problems. The work of health professionals in primary care settings will also be supported by the implementation of guidelines on common mental health issues including depression, completed and launched by the NZ Guidelines Group in July 2008. The implementation of these guidelines includes developing an electronic decision support tool for GPs, information resources, workforce development for health professionals, and monitoring of progress. Identification of Common Mental Disorders and Management of Depression in Primary Care (PDF, 1 MB) Summary of Identification of Common Mental Disorders and Management of Depression in Primary Care (PDF, 652 KB) Evaluation and monitoringThere is a comprehensive evaluation and monitoring programme associated with the NDI, which includes
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