Yarn It Out – Indigenous Voices at the Heart of a Suicide Prevention Campaign

Suicide rates among Australia’s First Nations people are disproportionately high, accounting for 4.6% of all deaths—three times higher than non-indigenous peoples. The challenge was to create a campaign that would reduce stigma and encourage open conversations around suicide prevention. It had to resonate with young First Nations people, offering peer-to-peer support in an authentic and culturally relevant way. The campaign needed to be empowering and relatable, using language and visuals that would connect with the audience without feeling clinical. Ultimately, the campaign had to drive action, guiding people toward a suicide intervention hotline for immediate assistance.

We collaborated with Indigenous rappers Kobie Dee and Barkaa to craft a message that would authentically speak to young First Nations people. The call to action, Yarn It Out, encouraged open dialogue and peer-to-peer support, with scripts written in a colloquial, relatable tone, ensuring accessibility and cultural relevance. Bold imagery and powerful copy were used across TV, social media, and outdoor placements, amplifying the message. The campaign used trusted voices to break down stigma and create a safe space for conversation. It also promoted a suicide intervention hotline, providing immediate resources and fostering a sense of community and support.

From an evaluation standpoint, any form of impact health promotion campaigns have can take many years to measure and understand. We will continue to monitor the findings of the Australian Institute of Health and Wellbeing research teams on suicide rates within the Coffs Harbour and other regional areas that the campaign is syndicated to over the next 5+ years to see if any measurable impact can be found. The anecdotal feedback has been positive, and is supported by the Culture Care Connect suicide prevention program at Galambila that provides psychology, social work, and assertive case coordination with Aboriginal Wellbeing Workers.

Yarn It Out uses a combination of photography, video, audio and social media to spark open and honest conversations about mental health and suicide prevention. The campaign centres on authentic storytelling as a design tool to connect with its audience and reduce stigma around seeking support. A key feature was the inclusion of ambassadors Kobie Dee and Barkaa — respected Aboriginal artists whose openness and lived experience resonated deeply with young people. Their involvement helped amplify the campaign’s reach, build trust, and normalise conversations about mental health in a culturally relevant and accessible way. The visual identity was designed to be strong, honest and full of hope — qualities identified as essential in building trust and resonance. Bold typography and warm, earthy colours were paired with real-life imagery and sound design to create a sense of calm, strength and presence across all campaign elements. Content was distributed across digital platforms and community spaces, including health clinics and schools. The campaign’s supportive, conversational tone moved away from clinical messaging and instead encouraged people to speak up, check in and seek help. Yarn It Out shows how culturally sensitive communication, backed by powerful storytelling and trusted voices, can help reduce stigma and promote wellbeing.