Leading figures in the Australian Aboriginal community, along with creatives and mental health experts, have collaborated on a new awareness initiative to address the alarming suicide rates among First Nation peoples. Central to this effort is Warwick Thornton directing the Change Direction Indigenous mental health film, which aims to highlight the importance of culture in reversing this crisis and promote powerful solutions for Aboriginal mental health.
Collaboration Highlights the Urgency of Mental Health Support in Indigenous Communities
The project’s foundation stems from a unified response by influential Aboriginal voices and advocates determined to address the devastating impact of suicide within their communities. Psychologist Dr. Tracy Westerman AM, a Nyamal woman from Western Australia’s Pilbara region and founder of the Westerman Jilya Institute for Indigenous Mental Health, took a leading role. She joined forces with creatives such as Warwick Thornton (Kaytetye, director and cinematographer), poet Dakota Feirer (Bundjalung-Gumbaynggirr), performer Pedrea Jackson (Jingili-Mudburra-Waramungu), and songman Fred Leone (Butchulla). Together, they launched a campaign that speaks directly to Australians, urging them to understand and support Aboriginal-led solutions.
Advertising powerhouse Apparent brought this campaign to fruition, joining forces with production company Photoplay to maximize the short film’s visibility and impact. The initiative uses story and poetry to stir empathy and action, and underscores the irreplaceable value of cultural knowledge in mental wellness and resilience among Indigenous Australians.
The Film’s Message: Shifting Narratives Through Aboriginal Perspective
At the heart of the campaign is the short film, aptly named Change Direction. Warwick Thornton’s direction brings together Indigenous talent both in front of and behind the camera, creating a strong, authentic message. The film places culture at the center, demonstrating its healing power and the role it plays in combating high suicide rates.
One unique feature of the film is a poem conceived collaboratively by Dakota Feirer and creative teams at Apparent. Using the structure of a palindrome, the poem takes viewers on a journey from despair to hope, symbolizing a change in direction from negative stories toward positive potential, made possible through stronger cultural ties. The creative partnership ensures the narrative is rooted in Indigenous knowledge and storytelling traditions.
Hamish Stewart, Apparent’s Chief Creative and Experience Officer, emphasized the collective approach and sensitivity required in telling this story. He stated,
“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.”
—Hamish Stewart, Chief Creative and Experience Officer, Apparent
Calls for Change: Empowering Aboriginal Psychologists
The campaign is more than just an awareness-raising effort—it is a direct appeal to Australians to support sustainable change. The Westerman Jilya Institute for Indigenous Mental Health is at the core of this solution: providing scholarships for Indigenous individuals in communities at risk, enabling them to pursue psychology degrees and return as qualified mental health professionals. This approach aims to build what Dr. Westerman describes as an “army” of Aboriginal psychologists dedicated to helping their own communities and preventing suicide through tailored, culturally competent care.
Efforts will also focus on securing donations from the broader public to fund these transformative scholarships. The ultimate goal is to change the landscape of mental health support from within, making it accessible, relevant, and effective for Aboriginal Australians in regional and remote locations where help is most urgently needed.
Research Underlines Ongoing Crisis
The statistics presented by the Westerman Jilya Institute are sobering and drive home the necessity of immediate action. Studies show that one in four Indigenous youth who have accessed mental health services have attempted suicide, while 42% have contemplated suicide. Over the past five years, the suicide rate among Aboriginal adults has surged by 30%, reaching record highs and now standing at more than double the rate of non-Aboriginal Australians. Such stark numbers inform every aspect of the campaign and the construction of the film.
Community and Creative Credits Powering the Initiative
A diverse array of organizations and individuals contributed their time and expertise to the project. The client team included Dr. Tracy Westerman AM and the Westerman Jilya Institute. Warwick Thornton brought his experience as both director and cinematographer, while Dakota Feirer’s poetic vision shaped the film’s core message. Performer Pedrea Jackson and songman Fred Leone conveyed the emotion and cultural depth needed to reach Australian audiences.
The creative agency Apparent’s team, led by Hamish Stewart, included Michelle Turchini, executive creative director; Jackson Long, creative director; Theodora Gerakiteys, senior creative; Mikaelee Miller, design director; Jean-Paul Faint, senior designer; Josh Fardell, strategy director; and Jack Caldwell, senior integrated producer. The collaboration extended to production house Photoplay, where Florence Tourbier oversaw production, and editors Simon Njoo and Craig Deeker shaped the final cut. Motion designer Mac Archibald, timelapse photographer Murray Fredericks, and on-set photographer Ben Searcy contributed to the project’s visuals, supported by Anousha Zarkesh in casting.
KOJO managed postproduction tasks with Marty Pepper leading VFX and coloring, assisted by Jade Robinson and postproduction coordinator Georgie Lippe. The soundtrack was crafted by OTIS with Alejandro Gomez and Lukas Farry directing, Camille Yaptinchay as executive producer, Will Thackray as sound designer, and Emma Greenhill providing instrumentation.
Voices at the Forefront: Aboriginal Perspectives Speak Out
The creative team and community leaders were adamant about ensuring that Aboriginal voices drove the project, countering the prevalence of non-Indigenous narratives dominating discussions on Aboriginal issues. As Apparent’s creative director Jackson Long shared,
Australia is used to hearing from non-Aborignal people about all the negative and failed ways to ‘fix’ Aboriginal issues,” said Jackson Long, Apparent’s creative director. “This initiative encourages Australians to listen and respond to Aboriginal voices about Aboriginal issues.
Warwick Thornton underscored the need for honest, open conversations among all Australians, especially about the younger generation’s experiences and pressures:
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.
The Campaign’s Role in Broader National Conversations
The Change Direction film and its accompanying campaign extend an empathetic invitation to Australians to engage. By focusing on Aboriginal voices and solutions, the project attempts to break cycles of misunderstanding and silence that have long surrounded Indigenous mental health. Through art, poetry, and communal collaboration, the campaign strives to foster supportive discussion in both private and public spheres—at home, in workplaces, and during everyday interactions among both Indigenous and non-Indigenous Australians.
The ongoing work of the Westerman Jilya Institute demonstrates a clear path forward, centering culturally meaningful care and homegrown expertise. The involvement of respected individuals like Dr. Tracy Westerman, along with the creative vision of Warwick Thornton and contributions from many Aboriginal artists, show the power of collaboration in addressing national crises. As the campaign seeks to secure new funds for further scholarships, it invites every Australian to be part of the solution, helping to forge brighter futures for First Nation youth and communities.
