What Sophie's Legacy does

Sophie's Legacy is an Australian registered health promotion charity (DGR status) that was formally established in 2022 following the family's founding effort in 2021. It addresses the mental health crisis facing the veterinary profession, targeting veterinarians, vet nurses, veterinary students, and clinic staff who experience elevated rates of suicide and burnout. Core activity centres on public awareness campaigns (We're Only Human in May 2023, The Lost Campaign in June 2024, and the Nine Lives Campaign in March 2026), a Lived Experience Speaker Training course, a podcast, and merchandise including an "R U OK? Because I'm Not Vet" shirt. The organisation supplements campaigns with direct policy engagement, submitting evidence to the NSW Parliamentary Inquiry into veterinary mental health in July 2023 and appearing before a South Australian inquiry in 2025. It also conducts a proprietary survey of more than 600 veterinarians to support its advocacy.

The business model is donation- and partnership-funded rather than commercial. Revenue derives from individual donations, corporate sponsorship, merchandise sales, and community fundraising events such as marathons and golf days, with $137,767 raised across all donations to date. Distribution is built around direct outreach into veterinary clinics (poster placement, merchandise, conference attendance at the AVA Conference) and a network of corporate and institutional partners including Hills Pet Nutrition as principal partner, the Lincoln Institute, the Australian Veterinary Association, Greencross Vets, PetSure, Vets Beyond Borders, and Petspiration. Governance is led by a Board chaired by Mark Clayton, appointed April 2025. There is no disclosed fee-for-service revenue line; the model depends on continued partner and donor support to sustain campaign, training, and policy work.

Name

Sophie's Legacy

Legal name

Sophie's Legacy

Website

https://sophieslegacy.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Sophie's Legacy is an Australian health promotion charity addressing the mental health crisis in the veterinary profession. It delivers awareness campaigns, lived-experience speaker training, and parliamentary advocacy aimed at veterinarians, vet nurses, and clinic staff.

Ownership category

akta.pro rank

Product category

Veterinary Mental Health Advocacy Nonprofit

NAICS

Voluntary Health Organizations (813212), Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)

akta.pro secondary industry

Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

Keywords

• Mental health advocacy
• Veterinary wellness
• Nonprofit charity
• Fundraising campaigns
• Suicide prevention

Headquarters

HQ city

Australia

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Donations: Individual donations and monthly recurring contributions from supporters; includes general donations and campaign-specific donations. All donations are processed through Square payment platform.

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

Sophie's Legacy is a registered Australian charity that runs national education and petition campaigns, accepts donations and recurring contributions, hosts signature fundraising galas, and provides mental health resources and training partnerships to address the suicide and mental health crisis in the veterinary profession. All services are offered free of charge, with donations processed through Square.

Product overview

Sophie's Legacy is a registered Australian charity honoring Dr Sophie Putland by advocating for mental health in the veterinary industry. The organization operates a multi-faceted platform consisting of: (1) advocacy campaigns including the We're Only Human national education campaign, Lost petition campaign, and Nine Lives campaign; (2) a fundraising platform enabling direct donations, recurring giving programs like Little Things, and community-run fundraisers; (3) signature events including the annual Raise a Glass for Hope Gala and Sophie's Ball Canberra; and (4) partnerships providing mental health resources and training courses through the Lincoln Institute of Veterinary Business. The organization also collaborates with the Sick As A Dog podcast to raise awareness. Together, these offerings form a comprehensive approach to saving veterinary professionals through education, advocacy, direct support, and community engagement.

Differentiator

Problem solved

Functional benefit

Brands

• We're Only Human: National education campaign asking pet owners to make a promise to be kind and respectful to veterinary staff, launched May 2023.
• Lost Campaign
• Nine Lives
• The Little Things
• We're Only Human Pledge/Promise

Products and services

• Raise a Glass for Hope Gala Annual fundraising gala event honouring Sophie's memory and raising funds for the charity's veterinary mental health mission, with tiered corporate sponsorship packages and ticket sales.
• Sophie's Ball Canberra Gala event in Canberra raising money for Sophie's Legacy, inviting veterinary professionals to celebrate their profession.
• Community Fundraising Campaign Platform Online platform allowing individuals and organizations to create and host their own fundraising campaigns for Sophie's Legacy, with team creation, campaign management, and donation processing powered by Square.
• Little Things Recurring Giving Program Recurring donations campaign inviting contributions of $33 (one-off or monthly, quarterly or annual recurring) to honour Sophie's life and help the veterinary industry thrive, processed via Square.
• Training and Courses Program Partnership with Lincoln Institute of Veterinary Business offering workplace culture courses, leadership training, and Mental Health First Aid resources to help create psychologically safer workplaces and improve mental health awareness for veterinary staff.
• Mental Health Resources Directory Curated list of mental health support resources for veterinary professionals, including Lifeline, Beyond Blue, AVA Telephone Counselling, and articles about stress and wellness in the profession.

Quantifiable outcome

• 4x higher suicide rate among Australian veterinarians compared to general population
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• Lincoln Institute of Veterinary BusinesscoreStrategic or Co-development Partner · 1 February 2024Official partnership announced February 2024 combining Lincoln Institute's expertise in leadership and culture development with Sophie's Legacy advocacy. Provides evidence-based leadership training for practice managers and senior staff to enable positive workplace cultures. Initiative leverages Lincoln's expertise in leadership and culture combined with Sophie's Legacy advocacy to create a psychologically safer and more sustainable veterinary profession.
• Sick As A Dog Podcast (Caroline Winter)coreGTM or Marketing PartnerCaroline Winter is an integral team member. Her 8-part podcast series about the veterinary industry crisis explores issues and seeks solutions. Kate and Garry Putland shared Sophie's story with Caroline. The podcast reached thousands across Australia, NZ, US, UK and Europe, earning Caroline nominations in Australian Podcast Awards, Sound/Vision Journalism Award from Mental Health Service Media Awards 2023, and SA Press Club Award for Best Podcast 2023.
• SASH (Specialist Animal Emergency Hospital)minorGTM or Marketing PartnerSASH is listed as a valued supporter and friend of Sophie's Legacy, contributing to the cause.
• Australian Veterinary Association (AVA)coreStrategic or Co-development PartnerAVA has led initiatives addressing mental health support for the industry including THRIVE initiative. Sophie's Legacy supports AVA's efforts while advocating for prevention-focused structural reform. Key industry organization that has been in discussions with Sophie's Legacy.
• Greencross VetsminorGTM or Marketing PartnerListed as valued friend and supporter. Key vet industry organization Sophie's Legacy has engaged with for discussions.
• Vet PartnersminorGTM or Marketing PartnerListed as valued supporter. Key industry organization engaged in discussions about change.
• Hills Pet NutritionminorGTM or Marketing PartnerPlatinum sponsor of Raise a Glass for Hope 2025 gala, making the extraordinary evening possible.
• Buddy Pet InsuranceminorGTM or Marketing PartnerCampaign partner committed to supporting Sophie's Legacy 'save the people who save our animals'. Partnership featured in Nine Lives campaign.
• StoryfolkminorGTM or Marketing PartnerCampaign partner that worked closely with the veterinary community to listen, learn, and shape Nine Lives campaign grounded in lived experience. Portion of work delivered pro bono.
• ShowponyminorGTM or Marketing PartnerAward-winning marketing company that collaborated on We're Only Human national education campaign. Designed flyer and Lost video with creative vision helping ensure campaign visibility across multiple platforms nationwide.
• LyppardminorGTM or Marketing PartnerSilver sponsor of Raise a Glass for Hope gala event, elevating impact through generosity.
• Gribbles Veterinary PathologyminorGTM or Marketing PartnerSilver sponsor of Raise a Glass for Hope gala, supporting the night that changes lives.
• RecipeTin EatsminorGTM or Marketing PartnerSupporting Sophie's Legacy through book launch. Dozer was saved by SASH and founder is thankful for veterinarians' work to save animals.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Not One More Vet: US-based nonprofit support community for veterinary professionals facing mental health challenges, offering peer support, crisis resources, and advocacy. Similar mission to Sophie's Legacy but operates in a larger North American market.
• Vetlife: UK charity dedicated to supporting veterinary professionals' mental health and wellbeing, providing helpline, financial, and training services. Closest international analogue to Sophie's Legacy given its mission targeting veterinary mental health.

Others

• Australian Veterinary Association: Australia's peak veterinary industry body running its own THRIVE mental health initiative. Strategic partner-and-competitor to Sophie's Legacy: both advocate for veterinary mental health but AVA has a broader membership and policy mandate.
• Buddy Pet Insurance: Australian pet insurance provider and Sophie's Legacy campaign partner. Listed as a campaign partner for the Nine Lives initiative, representing the type of corporate partner that supports the charity's mission.

Emerging players

• Heads Up: Australian initiative promoting mentally healthy workplaces, particularly relevant to Sophie's Legacy's workplace culture training collaboration with Lincoln Institute. Partial overlap on workplace mental health advocacy.
• Vets Beyond Borders: Australian nonprofit providing veterinary aid and animal welfare programs in developing communities. Connected through the veterinary profession but operating in a different thematic area (animal welfare vs. mental health).

Broad incumbents

• Beyond Blue: Australia's largest mental health charity addressing anxiety, depression, and suicide across the general population. A broader incumbent that competes for mental health donor dollars and provides overlapping crisis support services used by Sophie's Legacy beneficiaries.
• SANE Australia: Australian mental health charity focused on complex mental illness including stigma reduction and peer support. Overlaps with Sophie's Legacy's stigma and awareness work but at a broader population scale.
• Lifeline Australia: National crisis support and suicide prevention charity in Australia. Listed as a mental health resource by Sophie's Legacy and competes in the same donor pool for mental health funding.
• Mind (UK): Major UK mental health charity providing advice, support, and campaigning. A broad incumbent comparable to Sophie's Legacy's model of combining fundraising, advocacy, and resource provision, though at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SophiesLegacyAustralia
• LinkedInlinkedin.com/company/sophieslegacy-au

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sophie's Legacy