Ad Nut
May 2, 2018

These bunny books are more for adults than kids

Gidget Foundation, with Naked, introduces book series aimed at helping parents recognise and cope with perinatal depression.

These bunny books are more for adults than kids

Gidget Foundation, a non-profit devoted to raising awareness of PNDA (perinatal depression and anxiety) and helping parents get care they may need, has released a series of books that appear to be for children but are really trying to reach adults. 

The Little Helper Bunny Books, created by Naked and released to coincide with today's World Maternal Mental Health Day, actually walk new parents (yes, dads can suffer from PNDA as well) through psychologist-approved strategies for coping with some of the mental challenges they face. Importantly, the books also lead parents to the organisation's online resources and urge them to seek real-life psychological care when needed. 

A box set including four titles (Bunny FloatsBunny Wears GumbootsBunny Finds Home and Run Bunny Run) is available for purchase online. All proceeds go to the Gidget Foundation, which suggests the set would make a nice gift for new parents.

Ad Nut is impressed with the concept. While it's crucial to read to one's spawn as early and often as possible, when they are very young their comprehension is obviously non-existent; you could read recipe books or romance novels or literally anything and it would be beneficial. So, rather than giving new parents inconsequential storybooks written for people who can't yet understand them, why not give a gift that might actually serve a purpose? Or even save a life? 

Jon Burden, ECD, Naked:

This is a hugely important issue, and one that required us to think a 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, while also driving much-needed funds to support Gidget Foundation’s great work.

Chris Barnes, clinical psychologist, Gidget Foundation Australia:

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.

Gidget Foundation and Naked say they aim to partner with corporate, healthcare and retail brands to distribute the series to more parents.

Ad Nut lauded another effort by Gidget Foundation and Naked in this year's collection of campaigns that may or may not be award bait, and is happy to see the pair's commitment to the issue is multi-faceted.

It's also enlightening to compare this effort to the worst example we've ever seen regarding perinatal depression: Diaper brand claims messages on wet nappies prevent postpartum depression. That abomination involved a brand making an absurd claim unsupported by any evidence while simultaneously minimising the seriousness of the condition. In today's case, we have a legit organisation making a sincere and sustained effort informed by practicing psychologists and surrounded by proper messaging about the importance of seeking real counseling.

And it features cute woodland creatures, which Ad Nut always approves of.    


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

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