September 7, 2006

Today beyondblue: the national depression initiative launched a series of TV, radio and print advertisements aimed at raising awareness of depression, anxiety and associated drug and alcohol problems.

There are six new TV commercials in the series and an additional one aimed at men, which has already been seen in rural areas across Australia.

Produced by Frontier Advertising in close association with beyondblue, each commercial provides a candid insight into the experiences of people with these conditions and how they hide their symptoms from friends, families and work colleagues.

The commercials focus on:

• Depression and drug and alcohol problems 
• Depression in older people
• Depression in the workplace
• Bipolar disorder
• Postnatal depression
• Anxiety
• Men and depression.

The message is: "Helping someone with depression isn't beyond you. For more information visit this website or call the beyondblue info line 1300 22 4636 (local call)."

beyondblue Chairman The Hon. Jeff Kennett said: "These advertisements are so real, everyone will be moved by the message and circumstances of the characters in the ads. The campaign will help beyondblue to get the message out that depression is common and help is available."

Australia's leading media buyer, Harold Mitchell of Mitchell and Partners has enlisted the support of all the major television companies, who have unanimously agreed to provide generous and ongoing support for this important community service campaign.

The campaign will commence from early September and will be seen on Networks Seven, Nine and Ten, as well as SBS and many Pay TV channels.

Mr Mitchell said "All TV Networks have pledged their total support for the beyondblue initiative, without hesitation".

Mr Kennett said: "To Frontier Advertising, to Harold Mitchell and all the media groups who have agreed to show the ads, I express our sincere thanks."

beyondblue CEO Ms Leonie Young said: "The scripts were developed with the words people used to describe how they felt and behaved when they were unwell. We know these commercials will strike a chord with many people who experience depression and anxiety."

"We want people to know that depression is common and can be treated effectively. It's important to talk to a doctor or other health professional if you think you or someone you care about may be depressed," she said.

To coincide with the launch of the new commercials, beyondblue ads will also be appearing on outdoor billboards and on public transport.

Ms Young said: "This has been made possible through our partnership with APN Outdoor Advertising and we would like to thank them and acknowledge their generosity."

Contact: beyondblue Communications Manager, Julie Foster - (03) 9810 6100 or 0409 433 501


Depression Facts

How many people have depression?

• On average, one in five Australians will experience depression at some point in their lifetime.
• Around one million adults and 100,000 young people live with depression each year.
• Postnatal depression affects 14 per cent of new mothers.

Is depression a major health problem? 

• Depression is currently the leading cause of non-fatal disability in Australia, but only 3 per cent of the population identifies it as a major health problem.
• Depression and anxiety can be as serious, debilitating and life-threatening as a physical illness - yet less than half of those experiencing depression seek help.
• Depression is not a normal part of ageing.

Men and depression

• Men are at greater risk of their depression going unrecognised and untreated when compared to women.
• Men commonly manage their symptoms by using alcohol and other drugs which often make their symptoms worse.
• Untreated depression is a major risk for suicide.

Depression in the workplace

• Over six million working days are lost each year in Australia as a result of depression.
• Depression costs the Australian community over $600 million each year.
• Depression accounts for three to four days off work per month for each person with the condition.
• Untreated depression can result in a significant reduction in work performance and accounts for 12 million days of reduced productivity each year - with serious implications for work safety.

Depression in regional areas

• The incidence of depression is the same in rural and metropolitan areas, but there are more suicides in country areas, particularly among men.
• People living in rural communities are less aware of depression than urban residents and have fewer available health services.

Stigma

• The stigma associated with depression and anxiety-related disorders is higher in rural areas than in the city.
• Lack of understanding and misconceptions about depression contribute to the stigma associated with the illness.
• A person experiencing depression can't just "snap out of it" or "pull up their socks" and "get over it".... like diabetes and asthma, depression needs diagnosis and treatment.

For more information on depression, anxiety and related drug and alcohol problems, where to get help and effective treatments visit this website or call the beyondblue info line 1300 22 4636 (cost of a local call).