Naked and Gidget Foundation Australia help parents tackle perinatal depression and anxiety with self-help strategies inside children's stories

Little Helper Bunny Books (1).jpgTo coincide with World Maternal Mental Health Day on May 2nd, not-for-profit organisation Gidget Foundation Australia and Naked are launching the Little Helper Bunny Books: bedtime stories for little ones which double as parental self-help books, to tackle common symptoms of PNDA.

Across Australia, 1 in 5 new mums and 1 in 10 new dads suffer from perinatal depression and anxiety (PNDA). That's almost 100,000 expecting and new parents each year.

VIEW THE INTRODUCTORY FILM
PR_Images1 (1).jpgThe books have been created by Naked as part of an ongoing partnership with Gidget Foundation to bring the often-silent issue of perinatal depression and anxiety into the open.

Says Jon Burden, executive creative director at Naked: "This is a hugely important issue, and one that required us to think aPR_Images3 (1).jpg bit differently about how we reach our audience.

"For thousands of new parents who are struggling but haven't reached out for help, their baby may be the only person that they actually talk to, so this was our start point. By focusing on that moment of bonding when parents read to babies, we've created something that starts people talking, whilePR_Images6 (1).jpg also driving much-needed funds to support Gidget Foundation's great work."

The Little Helper Bunny Books are a collection of four titles, beautifully illustrated and carefully written to deliver immersive content for little ones that puts proven psychological strategies between the lines for the reader. Each book is accompanied with its own online film, which explores the symptoms and strategies behind the book in more detail.

Says Chris Barnes, clinical psychologist, Gidget Foundation Australia: "The books aim to help parents tackle insomnia with visualisation; beat anxiety by anchoring themselves in the moment; handle low energy with discipline and exercise; and use gratitude to transform their point of view. The reader is immersed in powerful and gentle psychological exercises designed to positively transform their state of mind and most importantly, each book is an invitation to speak to a psychologist if they need help."

So, if you or someone you know is expecting, or a new mum or dad, The Bunny Books could be the most thoughtful and useful gift. With all proceeds going directly to The Gidget Foundation, the box set includes four titles (Bunny Floats, Bunny Wears Gumboots, Bunny Finds Home and Run Bunny Run) and is available to purchase online at gidgetfoundation.org.au/bunnybooks for $29.95 (plus P&P).

With conversations well underway, Naked and Gidget Foundation aim to partner with corporate, healthcare and retail brands to increment points of distribution, making the Little Helper Bunny Books even more accessible to parents.

Agency: Naked
Executive Creative Director: Jon Burden
Creative Lead: Daniel Miller
Author: Daniel Miller
Illustrator: Jenny Tang
Copywriters: Daniel Miller and Chris Nguyen
Art Directors: Jenny Tang and Bryce Waters
Design Director: Marcus Key
Artworker: Gabriel Mangulabnan
Strategy Director: Craig Adams
Managing Director: Tim Kirby
Account Director: Helen Adams  
Agency Producer: Claire Cocks
PR: Lu Borges and Addie Freyne

Film Production: Symmetry Media
Director and Cinematographer: Dean Ginsburg
Producer: James Carr
Camera Assistant: James Campbell
Editors: James Campbell and Aimee Kubo
Additional Film Production: Channel 9
Animation: Sixty40
Animation Director: Fred Venet
Senior Producer: Charu Menon
Producer: Catherine Terracini
Photography: Juliet Taylor
Retouching: Limehouse Creative

Client: Gidget Foundation Australia
CEO: Arabella Gibson
Adviser/Clinical Psychologist: Christine Barnes
Chairman: Dr Vijay Roach

7 Comments

DanP said:

Great work Dan and team Naked !!!

Fan said:

A great idea for a good cause that needs far more support - the creative industry has such an important role to play in the bigger picture. Well done Jon, Tim and team.

BB said:

This is our industry at its best. A beautiful idea, for an incredible cause - best of luck with the campaign guys.

Rob said:

Excellent work

Welcome back said:

Lovely work. Nice return to form for Naked.

Nice idea said:

But the visual craft fell short for me.

It's a shame, because it could have been great.

One trick pony said:

Another book?

Leave a comment