'Change direction' on Indigenous Australians mental health.
(This article contains sensitive content, including references to suicide and individuals who have passed away.)
Leading Aboriginal voices, creatives and mental health professionals from have come together to launch an awareness initiative focused on the staggering rate of suicide in Aboriginal communities via Apparent and Photoplay.
The ‘Change direction’ campaign by The Westerman Jilya Institute for Indigenous Mental Health 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 is founded by psychologist Dr. Tracy Westerman AM (Nyamal), who has partnered with Aboriginal creative talent including director Warwick Thornton (Kaytetye), poet Dakota Feirer (Bundjalung-Gumbaynggirr), actor Pedrea Jackson (Jingili-Mudburra-Waramungu) and songman Fred Leone (Butchulla).
Dr. Westerman said that the broken mental health system in this country has been built by the privileged but delivers its services to the least privileged of us.
“It’s time to rebuild it from the ground up, with Aboriginal excellence leading the way,” Dr. Westerman said.
The short film centres on a poem, written in collaboration between Apparent and Dakota Feirer, that uses a palindrome to turn from negative to positive through the power of cultural connection.
Apparent chief creative officer Hamish Stewart said that the team were committed to doing something to help address an issue that has been overlooked for too long.
“We’re so grateful to every member of the community who not only understood the intention, but embraced the project, brought their artistry to it, and truly made it their own,” Stewart said.
Cannes Film Festival winner Warwick Thornton brought the poem to screen.
“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 1 in 4 Indigenous youth who have presented for mental health services have attempted suicide, while 42% have had suicidal thoughts.
The suicide rate among Aboriginal adults has risen 30% in the past 5 years, more than double that of non-Aboriginal Australians.
Apparent creative director Jackson Long said that Australia has gotten used to hearing from non-Aboriginal people about all the negative and failed ways to ‘fix’ Aboriginal issues.
“This initiative encourages all Australians to listen and respond to Aboriginal voices about Aboriginal issues,” Long said.
The film and campaign launched nationwide leading into National Reconciliation Week 2025.
It is 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).
oOh!media chief strategy and retail media officer Andrew Ever said that oOh!media is proud to support this vital initiative by amplifying it across their national digital network which they hope will support a lasting change for Indigenous mental health.
Ads will run in The Sydney Morning Herald, The Age, The Australian, Qantas Magazine, and 125 cinemas around the country.
Qantas will play Change Direction as a pre-show short feature before all Australian movies in June and July across the entire fleet.
The official launch took place at the Change Direction premiere at Hoyts Entertainment Quarter (Val Morgan, Hoyts Group) on 21 May.
Photoplay executive producer Florence Tourbier said it was a privilege to work on this project with Apparent and Warwick.
“We're so grateful to all the collaborators who brought their unwavering care and dedication to create this beautifully chilling, yet hopeful film,” Tourbier said.
“We wish for it to inspire meaningful change for a better mental health future.”
Credits
Client: The Westerman Jilya Institute for Indigenous Mental Health
Founder: Psychologist Dr. Tracy Westerman AM
Director & Cinematographer: Warwick Thornton
Poet: Dakota Feirer
Performer: Pedrea Jackson
Songman: Fred Leone
Agency: Apparent
Chief Executive Officer: Phil Smith
Managing Director: Suzy Smiley
Chief Creative and Experience Officer: Hamish Stewart
Executive Creative Director: Michelle Turchini
Creative Director: Jackson Long
Senior Creative: Theodora Gerakiteys
Design Director: Mikaelee Miller
Senior Designer: Jean-Paul Faint
Client Service Director: Matt Olanda
Group Business Director: Caroline Hutton
Account Director: Fraser Cotterill
Strategy Director: Josh Fardell
Chief Media Officer: Simon Pugh
Senior Integrated Producer: Jack Caldwell
Film production: Photoplay
Executive Producer: Florence Tourbier
Editor: Simon Njoo
Editor: Craig Deeker
Motion Designer: Mac Archibald
Timelapse Photographer: Murray Fredericks
On set Photographer: Ben Searcy
Casting Director: Anousha Zarkesh
Post production: KOJO
VFX & Colourist: Marty Pepper
Additional Online Editor: Jade Robinson
Post Production Coordinator: Georgia Lippe
Music and mix: OTIS
Director: Alejandro Gomez
Director: Lukas Farry
Executive Producer: Camille Yaptinchay
Sound Designer: Will Thackray
Instrumentation: Emma Greenhill
