Private mental health, drug and alcohol centre Capri Hospital has released four new ads in conjunction with its brand refresh, with the help of Lachlan McPherson & Friends.
The TVCs aim to reach out to those suffering from drug addiction or mental illnesses like anxiety and depression.
In each ad a hand is formed out of the substance that is being abused or out of a visual representation of the mental illnesses.
The campaign targets the one in five New Zealanders who are affected by alcohol, drug, depression or anxiety issues and positions Capri Hospital as the place for “Help, health and hope” as the tagline reads.
“Capri is a not-for-profit teaching hospital with a great record for effective treatment. We wanted to share some of the real stories of recovery as told by Capri clients,” says Lachlan & Friends founder Lachlan McPherson. “The films highlight that when you are ready to ask for help, Capri is there.”
“Naturally, everyone who enters Capri has the right, and often the desire for confidentiality. The people you see in the campaign volunteered to tell their personal story and were selected because they could each give an insight into a specific aspect of the range of treatments offered by Capri. We’re grateful for their generosity.”
McPherson says over the past fifteen years Capri Hospital has built a reputation as New Zealand’s leading centre for addiction and mental health treatment. “Lach & Friends proposed a brand redesign and marketing campaign that reflected the high quality of service they offer.”
He says Capri Hospital sees a 70 percent recovery rate amongst clients compared to a national average of 15 percent.
“Our research with health professionals, Capri therapists and clients provided the insight that even though Capri Hospital deals with a diverse range of addiction and health issues there was a unifying value proposition: Capri hospital offers ‘Help, health and hope’,” he says.
Research also shows that no matter whether the issue is alcohol, drug addiction, depression, anxiety, or an eating disorder there is a key moment when people decide that they really need help, he says. “Lach and Friends chose to use the icon of a raised hand to reach people in that moment, and to unify the campaign as it communicated the range of services offered.”
McPherson provided some statistics from a Ministry of Health survey which says 16.1 percent of New Zealanders fifteen years and over have partaken in hazardous drinking, 18.4 percent have been diagnosed with a mood or anxiety disorder and 6.2 percent have suffered psychological (mental) distress.