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.

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 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