Outdoor 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.