WA Primary Health Alliance introduces ‘The Black Puppy’ in new depression campaign via Rare

Following on from the success of the 2019 campaign ‘Depression Looks Different For Everybody’, WA Primary Health Alliance (WAPHA) has continued their partnership with Rare for their latest campaign in the fight against depression.

Taking a long-term approach, the goal of the campaign was to help people identify the early signs of depression in themselves, or in others, and seek help before they worsen.

The project began with extensive primary and secondary research, including interviews and journaling exercises with individuals who have lived through depression, alongside separate interviews with GPs, providing perspectives from both sides of the table.

Through this process, key symptoms were identified that would resonate with a wide variety of experiences within target audience groups.

Symbolising the early signs of depression as ‘The Black Puppy’, an early manifestation of the black dog commonly associated with the illness, allowed for these key symptoms to be communicated in a way that was simple, approachable and engaging.

Rare worked with director Corrie Jones and Beautiful Pictures to create the compelling one-minute film, with additional social videos that featured a younger female and older male talent, and various cut downs for cinema, TV, BVOD and online.

Liz Hammond, Creative Director at Rare, said: “In a sea of mental health messages, we wanted to ensure we weren’t contributing to the growing background noise.This campaign creates a powerful dissonance that’s hard to tune out which we hope will get the message through to those who need to hear it.”

Fiona Clark, Senior Communications Manager at WA Primary Health Alliance, said: ” Rare undertook an in depth discovery process that has resulted in a thought provoking campaign that really hits home. Importantly, it will help to raise awareness and reduce stigma associated with depression to improve help seeking behaviour.”

The campaign also includes digital and OOH assets, with discussions underway for an additional media burst in 2025.

Special shout out to Novak and Stella, who have both been nominated for puppy Oscars.

Credits
Client: WA Primary Health Alliance
Senior Manager – Communications: Fiona Clark
Senior Integration Manager: Tony Fotios
Suicide Prevention Lead: Jacqui Jennings

Agency: Rare
Creative Director: Liz Hammond
Head of Art: Rob Mead
Copywriter: Simon Mullins
Designer/Illustrator: Jim Tuckwell
Client Services Director: Simon Stewart
Account Manager: Alex Ventouras
Senior Strategist: Claire Dewhurst

Media: Hearts & Science
General Manager: Joe Purdy
Senior Planner: Jodie Garner
Digital Director: Daniel Fletcher

Production Company: Beautiful Pictures
Director/Editor: Corrie Jones
Executive Producer: Kate Downie
Producer: Gemma Hall
1st Assistant Director: Kiran Wilson
DOP: Patrick O’Sullivan
Gaffer: Grant Wilson
Key Grip: Clint Lawrence
Sound recordist: Ash Charlton
Production Designer: Mon Wajon
Stylist: Nicole Manera
Makeup Artist: Kate Farmer
Casting: Megan Carpenter, ToeSox Casting
Online: James Hawkes, The Office of John Cheese
Colourist: Yanni Kronenberg
Sound Engineer: Shaun Sandosham, Cue Sound
Talent: Julio Machado, Darren Jasper, Daisy Axon
Stills Production
Producer: Shannon Hicks
Photographer: Chantel Concei