Depression starts small, get help before it grows is a multi-award-winning campaign designed to raise awareness of the early symptoms of depression and promote help seeking.
This multi award-winning campaign is part of our GP-centric depression management program approach which aims to help improve the care of people with depression and prevent suicidal behaviour.
GPs play an integral role in this approach because they are the health professionals accessed most often by those experiencing mental health issues and/or engaging in suicidal behaviour. They have reported that depression and anxiety are two of the most common health issues they manage, and depression is highly correlated with suicidal behaviour.
Phase 2 builds on the foundational work of phase 1 run in 2025, reusing and refining creative assets, while expanding campaign activity and audience reach across WAPHA’s three Primary Health Networks (PHNs) – Country WA, Perth North, and Perth South.
This includes an engaging campaign website that provides a unique user experience, allowing the user to connect with the black puppy and find out more depression, the early signs and how to get help.
The campaign is designed to help people identify these signs before they worsen, symbolising depression as a ‘Black Puppy’, an early manifestation of the ‘Black Dog’ metaphor often associated with the illness.
In the campaign’s hero film, a young man is followed by a small black puppy, subtly interrupting his everyday routine. This is supported by other creative executions, featuring a teenage female and older man to target the message to youth and older 55+ audience groups in addition to the primary male 25+ demographic.
Using our downloadable campaign supporter kit, we encourage you to promote the campaign to spread further awareness through content that best suits your style and audience. A QR code allows you to download the campaign videos and access more information.
Where to get help
While seeing your GP for mental health advice and treatment is a great idea, people can also get help from many other sources, including Medicare Mental Health website, Medicare Mental Health phone line 1800 595 212 and any of WA’s five Medicare Mental Health Centres.
All Medicare Mental Health services are free of charge,
In a crisis, call Lifeline on 13 11 14 or 13YARN 13 92 76.
In an emergency, call 000 or visit an emergency department.