Leading Australian Aboriginal voices, creatives and mental health professionals have come together to launch an awareness initiative focused on the staggering rate of suicide in First Nation communities.
A short film, titled Change Direction, directed by filmmaker Warwick Thornton, with support from advertising agency Apparent and production company Photoplay, explores the role culture can play in reversing the crisis.
The Westerman Jilya Institute for Indigenous Mental Health, founded by psychologist Dr. Tracy Westerman AM (Nyamal), partnered with Aboriginal creative talent including Thornton (Kaytetye), poet Dakota Feirer (Bundjalung-Gumbaynggirr), actor Pedrea Jackson (Jingili-Mudburra-Waramungu) and songman Fred Leone (Butchulla), to develop a campaign aimed at the hearts and minds of all Australians.
“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,” says Dr. Westerman. “It’s time to rebuild it from the ground up, with Aboriginal excellence leading the way.”
The campaign, led by the short film, aims to change the direction of Aboriginal mental health by pointing to Jilya’s solution: more Aboriginal psychologists to improve screening and suicide prevention within Aboriginal communities. The Institute funds scholarships for Indigenous people in high-risk communities to become psychologists in places that desperately need them, with a vision to ‘build an army’ of Indigenous psychologists.
Beyond raising awareness, the campaign will seek donations to help fund the scholarships at ChangeDirection.com.au.
The short film centres on a poem, written in collaboration between Apparent and Dakota Feirer, using a palindrome to turn a negative narrative to positive through the power of cultural connection.
Hamish Stewart, CCO at Apparent, says, “Our team is committed to doing something to help address an issue that has been overlooked for too long, but are equally conscious it’s not our story to tell. We’re grateful to every member of the community who understood the intention, embraced the project, brought their artistry to it and truly made it their own.”
“Australia is used to hearing from non-Aborignal people about all the negative and failed ways to ‘fix’ Aboriginal issues,” says Jackson Long, Apparent’s Creative Director. “This initiative encourages Australians to listen and respond to Aboriginal voices about Aboriginal issues.”
“You want this conversation to get to the breakfast table, to happen at a bar, amongst friends and strangers,” says Thornton. “To talk about what’s going on with the younger generation of Indigenous people. That’s what this project will do.”
Research from the Jilya Institute shows that one in four Indigenous youth who have presented for mental health services have attempted suicide, while 42 percent have had suicidal thoughts. The suicide rate among Aborignal adults has risen 30 percent in the past five years to an all time high — more than double that of non-Aboriginal Australians. Evidence also suggests the outcome of the ‘Voice’ referendum in 2023 has contributed to the rise.
The film and campaign launch nationwide in the leadup to National Reconciliation Week 2025. An entirely pro-bono media plan across TV and streaming services (Seven Network, Nine Network, Foxtel, Binge, SBS, NITV, ABC) and OOH (oOh! media, QMS, JCDecaux, Val Morgan Outdoor) is confirmed
Andrew Every, Chief Strategy and Retail Media Officer and RAP Executive Sponsor at oOh!media says: “Change Direction is a powerful call to listen, learn and then act, as it addresses what is an important national crisis. oOh!media is proud to support this vital initiative by amplifying it across our national digital network, which we hope will support lasting change for Indigenous mental health.”
Florence Tourbier, Executive Producer at Photoplay, says, “It’s a privilege to work on this project with Apparent and Warwick, and we’re so grateful to all the collaborators who brought their unwavering care and dedication to create this beautifully chilling, yet hopeful film. We wish for it to inspire meaningful change for a better mental health future.”
Ads will run in The Sydney Morning Herald, The Age, The Australian, Qantas Magazine and 125 cinemas around the country (Val Morgan).
Qantas is also proud to be involved, ensuring Change Direction will play as a pre-show short feature before all Australian movies in June and July across the entire fleet.
An accompanying social campaign featuring endorsements from Adam Goodes, Cathy Freeman, Tim Minchin, Zoe Foster Blake, Taika Waitiki, Cate Blanchett and other high profile individuals will roll out from 22 May.
The official launch takes place today (Wednesday May 21) at the Change Direction premiere in the Hoyts Entertainment Quarter (Val Morgan, Hoyts Group).
