Print ad: Sophie’s Legacy: LOST

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Veterinarians are four times more likely to die by suicide than the average person. Sophie Putland was one of them. Sophie’s Legacy – founded by her parents, Garry and Kate Putland – is committed to addressing the mental health crisis that affects the vet profession across Australia.

Using a traditional ‘lost pet’ poster format, the creative uses misdirection to deliver a confronting flip. Rather than the loss of a pet, the poster speaks to the tragic loss of a Vet’s life, highlighting the disturbing industry wide trends that contributed to it.

Running nationally, the “LOST” campaign is designed to create public awareness and help secure more mental health support for vets, with a petition lobbying for change.

If you are experiencing personal crisis or having suicidal thoughts, call Lifeline 13 11 14.