Sophie’s Legacy launches new national campaign to prevent vet suicide via Showpony


Not-for-profit organisation Sophie’s Legacy has partnered with Showpony to create a national campaign to raise awareness of the mental health crisis affecting veterinarians, and to petition for greater mental health support.


Veterinarians are four times more likely to die by suicide than the average person. Sadly, Dr Sophie Putland was one of them. Following their tragic loss her parents, Garry and Kate Putland took action by creating Sophie’s Legacy.

Says Garry: “With this campaign, we are working to build awareness and create change in the industry. Anyone can be part of it and show their support by signing the petition.”

Sophie’s Legacy launches new national campaign to prevent vet suicide via Showpony

A traditional ‘lost pet’ poster forms the basis of the integrated campaign developed by Showpony. Typically associated with the heartbreaking loss of a pet, this poster speaks to the alarming loss of vets to suicide.

Says Sophie Allchurch, general manager at Showpony: “From our first meeting with Garry and Kate we were moved by their bravery and determination. We were motivated to create a campaign that would help change the way people treat their vets.”

Says Rory Kennett-Lister, creative director, Showpony: “By using a piece of content that usually relates to pets, we’re aiming to catch the attention of those with a soft spot for animals. But the work unexpectedly delivers shocking statistics about the very people who care for our pets. Importantly, it also provides a simple way for the public to show empathy and support the mental health of those in the industry.”

Sophie’s Legacy launches new national campaign to prevent vet suicide via Showpony

When considering a creative approach, Showpony was deeply mindful of the sensitivity surrounding this topic.

Says Andy Scott, senior creative at Showpony: “We needed to balance a powerful and engaging creative execution that addressed the industry’s mental health crisis, with a message that’s painful and possibly triggering for many.”

The campaign is brought to life with poster paste ups, volunteer-led flyer handouts, community notice board placements and dog park pinups, in addition to traditional paid media across outdoor, digital and social via Showpony Media. The campaign has received national news coverage.

To support the awareness campaign, Showpony have developed in-clinic communications designed to encourage pet owners to treat their vets with greater respect. The “We’re only human” posters feature real vets, and are displayed in clinics across the country.

Says Kate Putland: “After losing our beautiful daughter Sophie, we don’t want any other family to go through what we’ve been through.”

Please remember to always treat your vet with respect. To sign the petition for greater mental health support within the industry, visit

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

Sophie’s Legacy launches new national campaign to prevent vet suicide via Showpony

Parris Mesidis – Group Creative Director
Sophie Allchurch – General Manager
Rory Kennett-Lister – Creative Director
Abby Moulton – Associate Creative Director
Andy Scott – Copywriter/ Senior Creative
Chicco Zuccato – Senior Art Director
Laura Marcus – Art Director
Althier Alianza – Art Director
Patrick Cotter – Filmmaker / Editor
Alex O’Neil – Producer
Laura Tregloan – Account Director
Brooke Loveday – Account Executive
Felipe Carrasco – Animaton

Showpony Media
Melissa Roberts – Managing Director

Rhett Burnie

Ella Burton – 1st Camera Assist
Scott Illingworth, Seeing Sounds – Sound design and mixing