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 is a suicide prevention campaign that uses story-driven communication design to shift mental health messaging from clinical to culturally relevant and emotionally resonant. The creative strategy centred on encouraging open conversations through visual and audio storytelling that felt grounded, hopeful and non-judgemental. The campaign featured ambassadors Kobie Dee and Barkaa, whose personal connection to the subject matter helped build credibility and engagement with younger audiences. Their involvement added authenticity and expanded the campaign’s reach across social media, community settings and youth networks. Design decisions were informed by the need to create trust and connection. The visual identity used earthy colour palettes, strong typography and portrait photography to convey a sense of honesty and strength. The tone of voice was warm, conversational and empowering — encouraging people to "yarn it out" and seek help if needed. Assets were designed for flexible use across digital and physical platforms, including short-form video, out-of-home media, audio grabs, posters, social tiles, and in-clinic screens. Every touchpoint was designed to be culturally appropriate and visually consistent. By prioritising story, tone and cultural context, Yarn It Out demonstrates how thoughtful communication design can support behavioural change, reduce stigma and open up safer pathways to care.