A Wanaka-based mental health and well-being advocate is using local faces in a national mental health campaign, with the aim of normalising asking for help.

Wanaka-based WellSouth Primary Health Network suicide prevention coordinator Karyn Munro said the project she is coordinating adds images of local residents to posters, promoting the national free counselling service 1737. 

In addition to raising the profile of the service locally, her aim is to make it relatable, accessible, and relevant - and to reach groups who might not ordinarily think to ask for help.

“The idea is to raise awareness of and encourage people to take up ‘help-thinking behaviour’,” Karen said. 

1737 is New Zealand’s national mental health and addictions helpline number; the four-digit number is free to text or call anytime to talk with a trained counsellor.

It is staffed by a team of paid counsellors who are available 24 hours a day, seven days a week.

“Asking for help can be new to many people,” Karyn said. “Using local people brings home the message that people who might want to talk or need a little extra help are our friends and neighbours.”

The initiative is based on a similar campaign that was used in South Canterbury, created by Annette Beautrais. 

An initial photo shoot took place last week at the Mitre 10 in Wanaka, aimed at people working in the trades. Other photos in the campaign will include a new mum, a man in his 20s and another man after 40.

The photos have been taken by local photographer Jodie James.

Localising the 1737 campaign is part of a shared approach to coordinating mental health and well-being services and support in Central Lakes, led by the Central Lakes Well-Being Recovery Group.

Southern District Health Board allied health director for mental health Adell Cox said the plan is to extend the 1737 localised promotion across Queenstown and Central Otago.

“The Central Lakes Wellbeing Recovery Group hopes the use of local people for the 1737 posters helps make the images relatable to people in our community and underlies the message that 1737 is a resource for anyone in need,” Adell said.

Learn more about 1737 here.

PHOTOS: Jodie James