Sophie's Legacy
National behaviour change campaign for veterinary mental health in Australia focused on not-for-profit marketing, fundraising ideas, and brand development.
Behaviour change strategy / Not-for-profit campaign / Government communications / Co design / National advocacy campaign
Good Design Award Winners
in Social Impact
Global & Australian
Good Design Awards ’24
Gold Winner
Technology Branding
MELBOURNE Betterfuture
Design Awards ’25
Challenge
Australia’s veterinary profession is facing a mental health crisis.
Highlighting an urgent need for not-for-profit marketing, fundraising ideas and strong brand development to support lasting change.
Behind every consultation, emergency and difficult decision is a profession carrying an invisible weight. Veterinarians experience suicide rates up to four times higher than the general population, yet most people only see the appointment, the bill or the outcome. Rarely the emotional labour, clinical pressure and cumulative grief that sit behind it.
Research found that 88 per cent of veterinary professionals identify client abuse, misunderstanding and unrealistic expectations as key drivers of psychological distress.
Sophie’s Legacy was founded by Kate, Garry, Tom and Oliver Putland following the loss of their daughter and sister, Dr Sophie Putland. More than a tribute, it is a commitment to improving the conditions that shape the veterinary profession and protecting those who dedicate their lives to it.
Working alongside Sophie’s family, veterinary professionals, industry bodies, government stakeholders and research partners, we set out to address a challenge that extended beyond brand awareness. The opportunity was to influence behaviour in the everyday interactions between pet owners and veterinary teams. The moments that unfold in waiting rooms, consultation rooms and times of stress, grief or financial pressure. And to do so without blame, shame or losing sight of the realities experienced on both sides.
Campaign coverage on Channel 7 News:
Insight
Through workshops, interviews and co-design sessions, a consistent truth emerged. Most difficult interactions between pet owners and veterinary professionals are not driven by intent, but by misunderstanding under pressure.
Pet owners are often navigating grief, uncertainty and financial strain. Veterinary professionals are making complex decisions under emotional and operational pressures that are largely unseen.
The gap between these two realities is where tension forms. Not attitude. Context.
This insight shifted the focus from awareness to behaviour, specifically the moments where empathy can break down and outcomes can change.
Approach
This was developed as a national behaviour change campaign rather than a traditional communications campaign.
Drawing on behavioural science, lived experience, stakeholder research and co-design, we focused our fundraising campaign ideas on what people do when emotions are high and decision making narrows. The work was informed by primary workshops facilitated by Storyfolk, advocacy and research from Sophie’s Legacy, and more than 100 stakeholder interviews across veterinary and policy systems.
A simple behavioural framework guided the strategy:
Knowledge
Understanding the pressures veterinary professionals face.
Attitude
Building empathy, patience and shared responsibility.
Behaviour
Encouraging small shifts in language, tone and response that improve outcomes for people and animals alike.
This campaign framework shaped every touchpoint, from strategy through to implementation.
Solution
Storyfolk partnered with Sophie's Legacy to create a national behaviour change platform designed to intervene in moments where relationships between pet owners and veterinary teams can become strained.
The campaign needed to interrupt without shock, reframe without blame and guide without instruction.
At its centre was a simple but emotionally powerful message:
Cats have nine lives.
Your vet team only has one.
Supported by:
Let’s work together for your pet.
The first line creates recognition through something familiar. The second introduces the human impact behind veterinary care. The third provides a clear and constructive way forward.
Together, the messaging creates a behavioural sequence designed to pause, reframe and encourage more empathetic interactions.
To support national adoption, the campaign was delivered as a connected system spanning clinical, digital, public and media environments. This included more than 3,500 veterinary clinic posters, social and digital activation, public relations, a campaign landing page, storytelling assets and a highly visible guerrilla marketing layer across Sydney, Newcastle, Wollongong and Orange.
Human billboards, water pressure stencils, chalk activations, café coffee cups and printed materials extended the campaign beyond clinics and into everyday environments, creating moments of recognition where people least expected them.
Impact
Launched nationally in June 2026, the campaign operated as a distributed behaviour change system spanning veterinary clinics, public space, digital channels, earned media and industry engagement.
More than 3,500 veterinary clinics across Australia integrated campaign materials into waiting rooms and consultation spaces, placing the message directly into the moments where conversations between pet owners and veterinary professionals occur.
Across NSW guerrilla marketing activations, the campaign generated 589,759 impressions, including:
- 202,346 chalk stencil impressions
- 197,715 water pressure stencil impressions
- 129,698 human billboard impressions
- 60,000 coffee cup impressions
The campaign was further supported through national digital rollout, government and industry engagement, and earned media coverage including Channel 7 News.
Honouring Sophie. Saving lives.
This work demonstrates what becomes possible when lived experience, research and behaviour change come together. Not simply to communicate a message, but to help people show up differently for one another in the moments that matter most.
“Our rebrand process was a pleasure with Sarah, Cass and the Storyfolk team very responsive to our vision and our values.
They took the time to understand us and our business. We felt heard and cared for, and the result is still receiving admiration and accolades from our stakeholders and partners.
I highly recommend the Storyfolk team to any organisation wanting a fresh look that reflects your values, your vision, and the stories that make you unique. Thanks, Storyfolk – you made our 2025 organisational rebrand a game changer.”
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