Johnson & Johnson Supports 'Act Fast, Black Dog Go Away' Initiative to Raise Awareness on Rapid Intervention for Depression with Acute Suicidal Ideation or Behavior (MDSI)

Major Depressive Disorder with Acute Suicidal Ideation or Behavior (MDSI) is a severe mental disorder within the spectrum of major depressive disorders, urgently requiring early and rapid intervention to alleviate the significant burden on patients and the healthcare system.
The public welfare campaign combines social media interaction with offline educational outreach, aiming to enhance young people's awareness of MDSI and actively promote the importance of rapid intervention.

October 10, 2025, marks the 34th "World Mental Health Day." The China Youth Publishing Group, in collaboration with Johnson & Johnson Innovative Pharmaceuticals, officially launched the "Quick Intervention, Go Away Black Dog" Depression Care Public Welfare Campaign.
Centered on the global symbol of depression, the "Black Dog," this project aims to raise societal awareness and attention towards depression, particularly Major Depressive Disorder with Acute Suicidal Ideation or Behavior (MDSI), through a series of innovative public engagement and outreach activities. The "Rapid Intervention, Drive Away the Black Dog" initiative not only focuses on disseminating scientific knowledge about the illness and emphasizing the critical role of rapid intervention for MDSI patients but also hopes to unite societal forces to build an environment of understanding, support, and hope for recovery for patients and their families.
Quick Intervention, Let the "Black Dog" Leave Quickly: Understanding, Accepting, and Embracing Emotional Reality

Depression is a common mental disorder characterized by persistent low mood and loss of interest as core symptoms, and some patients may be at risk of suicide. According to the World Health Organization, about 332 million people worldwide are affected by depression. Studies show that 42.1% of patients who died by suicide were diagnosed with depression within one year prior to their death, and 27% of suicide deaths are attributed to depression.
The metaphor "Black Dog" originated in the 18th century and was used by former British Prime Minister Churchill to describe his own experience with depression. The campaign "Quick Intervention, Black Dog Go Away" uses this imagery to transform invisible emotional pain into a tangible entity, raising public awareness about depression. The "Black Dog" is not a stigmatizing label but an emotional reality we all face together. Only by bravely acknowledging its existence and embracing it with an open mind can we secure intervention and healing time for those in need. In this campaign, the "Black Dog" takes on a stronger symbolic meaning: baring fangs, fierce eyes, becoming the visual embodiment of "Major Depressive Disorder with Suicidal Ideation or Behavior (MDSI)." The risk and urgency represented by the fangs remind people that MDSI is a high-risk state that requires immediate identification and rapid intervention, potentially leading to irreversible consequences in a short period.
"Quick Intervention, Black Dog Be Gone" – This initiative creates a behavioral image of "walking among the crowd while leading a black dog," symbolizing both companionship and moving forward together, as well as signifying support for those troubled by depression to step out of isolation, move towards open spaces, and seek social support. "Be gone" not only conveys the hope that the shadow of depression will leave soon but also underscores the importance of early intervention and timely response to MDSI—quick action can significantly enhance the chances of successful assistance.
Joint Efforts Inject Professionalism and Warmth into MDSI Prevention and Treatment

As the co-initiators of this campaign, Professor Wang Gang, President of Beijing Anding Hospital, Mr. Lü Tongyi, Member of the Standing Committee of the CPC Committee and Deputy Editor-in-Chief of China Youth Publishing Group, and Ms. Cherry Huang, President of Johnson & Johnson Innovative Pharmaceutical China, have jointly made their voices heard.
Professor Wang Gang, President of Beijing Anding Hospital, pointed out: "Depression is characterized by episodic nature, chronic persistence, and high recurrence rates, requiring long-term management and lifelong attention. Particularly, depression accompanied by suicidal ideation or behavior (MSDI) can endanger the patient's life and demands rapid intervention during the acute phase. Currently, only 10% of patients with depression in China seek medical treatment, and public awareness of the disease urgently needs improvement. Depression is entirely treatable, and through comprehensive interventions such as medication and psychotherapy, clinical recovery can be achieved. It is hoped that everyone will break the stigma surrounding depression and encourage patients to seek professional help promptly."
Mr. Lü Tongyi, Standing Committee Member of the Party Committee and Deputy Chief Editor of China Youth Publishing Group, called for action: "Safeguarding youth mental health is safeguarding the hope of the future. According to the 'Medium- and Long-Term Youth Development Plan (2016-2025),' China has listed strengthening youth mental health education and services as a key priority, promoting the establishment of early warning and intervention mechanisms for high-risk groups with psychological issues. China Youth Publishing Group has long been committed to supporting youth development. This 'Quick Intervention, Go Away Black Dog' campaign aims to reach young people and promote mental health, guiding them to develop a mindset of self-respect, confidence, rationality, calmness, and positivity. We call on more organizations and the public to participate, using science to eliminate misunderstandings about depression and taking action to care for those at high risk of mental health challenges, jointly creating a social environment conducive to the healthy growth of youth."
Cherry Huang, President of Johnson & Johnson Innovative Pharmaceuticals China, stated: "Johnson & Johnson has always adhered to the spirit of 'daring to be the first,' firmly fulfilling our commitment to the mental health field. In 2025, our focus will be on MDSI patients, which is an important step in promoting end-to-end care for patients throughout their entire journey—from treatment to social support. We look forward to gathering more societal forces to help MDSI patients regain hope and return to their normal lives, illuminating the path for more lives."
Collaborate with "Emotion Guides" to voice for the MDSI group in diverse forms

This initiative, in collaboration with Xiaohongshu Psychology, has specially invited "Emotional Guides" from different fields such as medicine, mental health, arts and culture to jointly promote social advocacy and emotional support for the prevention and treatment of depression. Authoritative psychiatrists including Professor Zhang Jun, Director of West China Hospital of Sichuan University, Deputy Chief Physician Jin Jin from Shanghai Mental Health Center, and Attending Physician Shao Yan from Peking University Sixth Hospital, are delivering scientific voices from a professional perspective; musicians Ren Ke, psychological counselor and writer Zhang Chun, content creator Dan Bao, talk show actor and host of the podcast "Medicine Can't Stop" Zhang Hui, and the self-media "Beautiful Legend Outside Xizhimen" among other public influencers from various fields are calling for societal attention from a public perspective.
They leverage their influence to speak out through multiple channels, taking on the roles of companions, counselors, and advocates. They sincerely share insights, experiences, and professional knowledge to promote societal awareness and understanding of depression, particularly MDSI. They call on the public to respond scientifically, seek help bravely, and move forward together.
Musician Renke said: "The 'black dog' may not be far away from us. When it appears, no matter how sad you are, there will still be another 'comedy.' The meaning of life is like a puppy's tail — when you run forward, it follows you; if you try to catch it, it just keeps spinning in place. Walk with it for a while, understand its temperament, and you won't be so afraid."
Counselor and writer Zhang Chun believes: "Around us, there are too many people facing emotional distress alone. The earlier we become aware, the better we can identify warning signs of depression and help our family or friends seek professional assistance. A little more vigilance might just bring them a lifeline at the most critical moment."
Entering Multiple Cities, Engaging with Youth Communities, Building Multi-dimensional Support Networks

"Quick Intervention, Black Dog Go Away" Campaign Focuses on High-Risk Depression Workplace Populations and Youth Groups, Covering Multiple Cities in China Including Beijing, Shanghai, Guangzhou, Chengdu, Xi'an, and Wuhan. The campaign extends to cultural landmarks, universities, bookstores, and popular commercial areas to conduct public welfare relays. It has received support from beloved cultural brands among the youth, such as Fang Suo and Tiao Hai. These socially responsible enterprises, with their venue ambiance and community influence, are joining the "Quick Intervention, Black Dog Go Away" campaign to promote depression awareness and scientific understanding.
During the campaign, thousands of "black dogs" appeared in multiple cities, raising public awareness and support for people with depression through interactive check-ins. The initiative also produced a science popularization manual titled *Rapid Intervention, Go Away Black Dog*, which systematically introduces the causes, symptoms, treatments, and first aid guidelines for depression in an engaging format. It particularly highlights MDSI, a dangerous form of depression, aiming to eliminate public misunderstanding and prejudice, enhance societal mental health literacy, and advocate for rapid intervention in MDSI, teaching more people how to coexist with the "black dog" and illuminate the path for one another.
Since October, the "Quick Intervention, Black Dog Be Gone" campaign will also advance a university-specific program, conducting MDSI awareness and educational interactions at multiple major universities across China. Young students face pressures and challenges such as academics and social interactions during their growth, making them susceptible to emotional distress. Through interactive outreach tailored to young people, the campaign aims to enhance their understanding of depression, particularly MDSI, strengthen crisis awareness, and bridge the "last mile" of psychological support on campus.
These rich and sincere forms of interaction aim to lower the threshold for public discussion on mental health issues and gradually build a multi-layered social support network through cross-disciplinary collaboration, effectively driving the concept of "Quick Intervention, Black Dog Be Gone" from idea to action.
Mental health is not only a personal issue but also a public concern that requires the cooperation of the entire society and a rapid response. The "Rapid Intervention, Black Dog Be Gone" initiative aims to build a sustainable and resilient mental health support system by integrating professional expertise, cultural influence, and public participation. This allows more MDSI patients to receive timely intervention and treatment, safeguarding the light of life and helping them regain their passion and hope for life.