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Moodlight helps illuminate dark illness

News release
April 3, 2008

Moodlight helps illuminate dark illness

New light is being cast on an illness that can have a far reaching affect on new mothers with the launch of a new fund-raising programme for Post Natal Depression (PND) in New Zealand.

In conjunction with the Mental Health Foundation, leading New Zealand maternity wear company EGG is marketing the aptly named EGGShell Moodlight (a babies’ egg-shaped night light) with $2 from each sale going towards increasing awareness and education for PND.

It’s the second year the company has supported PND in New Zealand. Last year EGG produced and distributed an educational brochure through its stores nation-wide.

In 2008, the company continues its support PND by marketing the $19.90 light that gently changes colour and provides a soothing glow to relax both mother and child.

One in 10 new mothers in New Zealand is likely to experience PND. A further eight out of 10 suffer from some sort of milder post natal blues.

“PND affects thousands of new mums every year,” says EGG co-owner Colyn Devereux-Kay. “EGG understands that having a baby can be both joyful and one of the most stressful times in a woman’s life.

“It is important for mothers to know that it is completely normal to feel anxious and tired. For most the ‘baby blues’ soon give way to the pleasure of caring for their treasured one.

“However, women with more severe forms of PND can experience a prolonged lowness of mood, reduced interest in activities, tiredness and disturbances of sleep and appetite.”

Ms Devereux-Kay says New Zealanders can help combat PND by showing understanding, demonstrating support, by talking and not withdrawing from someone experiencing it. We should also encourage people to seek help for PND.

“Talking about PND, bringing it out into the open and throwing light on the illness is the best way we can help. And that is why we have again become involved, this time with the EGGShell Moodlight project to raise funds to help build awareness and understanding.”

What distinguishes Post Natal Depression from the ‘baby blues’ is that it stays around and gets more severe. Mothers often don’t understand why they are feeling this way and don’t know who they can turn to for help.

Judi Clements, CEO of the Mental Health Foundation says “we are delighted to be working with EGG again on this important initiative to reach women with the message that they are not alone.

“It’s important for women to recognise the symptoms of PND, and actively seek help. This help is readily available and PND is treatable.”

The Mental Health Foundation is New Zealand’s leading mental health promotion charity and aims to ‘make mental health everybody’s business’. The foundation provides an information service and has external websites. EGG has made a commitment to help spread the word.

* EGGShell Moodlights are available in EGG stores nationwide for RRP $19.90
* Post Natal Depression Brochures are also available from EGG stores nationwide.
* For further information about PND contact the Mental Health Foundation 09 300 7010 or visit its website www.mentalhealth.org.nz


ENDS

Issued for EGG by Pead PR

For interviews, images or for further information please contact: Greer Bland, Pead PR. Tel: 0-9-918 5585, Mob: 021473 376, email: greer@peadpr.co.nz

About EGG
The EGG philosophy is to provide expectant women with stylish and comfortable maternity wear that takes them all the way through their pregnancy – and even beyond. In 2004, EGG was rated seventh in the Deloittes Fast 50 which lists the fastest growing companies in New Zealand.

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