Technology to save young Indigenous lives

Black Dog Institute, iBobbly app


The Black Dog Institute’s iBobbly is the world’s first suicide prevention app that delivers treatment-based therapy in a culturally relevant way. Designed specifically for Aboriginal and Torres Strait Islander Australians, the app is the definition of ‘meeting people where they are’ making mental health messages and treatment available on mobile phones and tablet devices.

The Black Dog Institute contracted 33 Creative to produce animated content that would support and feature inside the app.


33 Creative provided end-to-end creative execution and project management for several short animations. This included working with the client to build concepts and establish cultural protocols. In terms of the creative execution, we handled all scripting, design concepts, artwork production, sourcing and directing talent in-house.