It's said a picture tells a thousand words - a small, simple tattoo is doing more than that.
Rotorua's Red Cherry Ink tattoo parlor owner, Emma Jenkins, is donating all profit made from inking semicolon tattoos to help people with depression.
A tattoo that features a semicolon (;) signifies that person has been affected by addiction, depression, or other mental health issues, Ms Jenkins said.
She's already received "heaps" of inquiries, people are dropping in for a quick piece of ink and others have made bookings.
"I cover my costs then everything else goes to charity," Ms Jenkins said.
"I'm not making anything from this and as far as I know we're the only ones I know donating.
"I've never suffered from depression and it's not something I understand but I've had a couple of friends hit absolute rock bottom and dig into a dirty big hole they couldn't get out of.
"That's the driver for me to do this."
Talia Jamieson, 22, was inked on her inner-arm yesterday with the word "alive" replacing the "i" with a semicolon.
The dance teacher said she read about the significance of the semicolon tattoo "a while ago" but only decided on Tuesday to get it done.
"I went to uni in Auckland and I got quite sick," she said.
"I ended up quite depressed. I went through a lot and this seemed like a good idea to make it known without having to tell my story to everyone. It's hard to talk about for most people."
Where to get help:
• Lifeline: 0800 543 354 (available 24/7)
• Suicide Crisis Helpline: 0508 828 865 (0508 TAUTOKO) (available 24/7)
• Youth services: (06) 3555 906
• Youthline: 0800 376 633
• Kidsline: 0800 543 754 (4pm to 6pm weekdays)
• Whatsup: 0800 942 8787 (1pm to 11pm)
• The Word
• Depression helpline: 0800 111 757 (available 24/7)
• Rainbow Youth: (09) 376 4155
• CASPER Suicide Prevention
If it is an emergency and you feel like you or someone else is at risk, call 111.
Experts caution against overuse and social media diagnosis.