Change Direction: powerful new campaign tackles Indigenous youth suicide crisis

A national ad campaign tackling the Indigenous youth suicide crisis has launched ahead of National Reconciliation Week, with a short film directed by acclaimed filmmaker Warwick Thornton leading the initiative.

Developed by full-service agency Apparent in partnership with The Westerman Jilya Institute for Indigenous Mental Health, the Change Direction campaign shines a spotlight on the urgent need for culturally grounded mental health solutions. The campaign calls on Australians to support the growth of Aboriginal-led psychology services, with all media placements donated pro bono across TV, streaming, outdoor and cinema.

The centrepiece is a three-minute short film that features a poem written in collaboration with Bundjalung-Gumbaynggirr poet Dakota Feirer, brought to screen by Thornton. The piece uses a spoken-word palindrome to symbolically reverse negative cycles and highlight the power of cultural connection in healing.

“You want this conversation to get to the breakfast table, to happen at a bar, amongst friends and strangers,” Thornton said. “To talk about what’s going on with the younger generation of Indigenous people. That’s what this project will do.”

The campaign was initiated by Apparent and made in close collaboration with Aboriginal creatives, including actor Pedrea Jackson (Jingili-Mudburra-Waramungu) and songman Fred Leone (Butchulla), alongside Indigenous mental health leaders.

Dr Tracy Westerman AM, founder of the Jilya Institute and a Nyamal woman, said the campaign challenges the dominance of western models of care in communities facing disproportionately high suicide rates.

“The broken mental health system in this country has been built by the privileged; to favour the healing methods of the most privileged, but delivers its services to the least privileged of us,” Dr Westerman said. “It’s time to rebuild it from the ground up, with Aboriginal excellence leading the way.”

The Jilya Institute funds scholarships for Indigenous people to become psychologists within their communities – a model shown to be effective in early intervention, suicide prevention, and culturally safe care.

Supporting the campaign is a nationwide donated media buy across Seven Network, Nine, SBS, NITV, Foxtel, Binge and ABC, along with digital OOH from Ooh Media, JCDecaux, QMS and Val Morgan Outdoor. The film will also play before all Australian films on Qantas flights throughout June and July, with additional placements secured in major newspapers and 125 cinemas via Val Morgan.

The campaign’s social rollout includes endorsements from Adam Goodes, Cathy Freeman, Tim Minchin, and Zoe Foster Blake.

Hamish Stewart, chief creative officer at Apparent, said the agency approached the issue with sensitivity and respect. “The team were committed to doing something to help address an issue that has been overlooked for too long, but were equally conscious that it’s not our story to tell.”

Research from the Jilya Institute paints a sobering picture: one in four Indigenous youth accessing mental health services has attempted suicide, and suicide rates among Aboriginal adults have surged 30% in the past five years. The campaign also acknowledges the emotional fallout following the failed 2023 Voice referendum, which Indigenous leaders say has compounded feelings of grief and alienation.

Florence Tourbier, executive producer at Photoplay, said the hope is to inspire urgent national reflection. “We’re so grateful to all the collaborators who brought their unwavering care and dedication to create this beautifully chilling, yet hopeful film.”