The Black Dog Institute direct mail case study

The Black Dog Institute is an educational, research and clinical facility in Australia whose mission in a recent marketing campaign was to combat the ignorance and misunderstanding surrounding depression.  

Part of this integrated media campaign was the 'Paint By Numbers' press and direct mail, inspired by one man's description of depression as 'like living a life without colour'.

'Paint By Numbers' directed recipients to the institute's website, which led to an increase of 28% in the first month and inspired donations too.