Joint Media release
The Hon. Ken Wyatt AM MP - Minister for Indigenous Australians
The Hon. David Coleman MP - Assistant Minister to the Prime Minister for Mental Health and Suicide Prevention

A new advertising campaign designed and developed by young Indigenous Australians to promote mental health and reduce youth suicide in Aboriginal and Torres Strait Islander communities has launched today.

With support from Elders and communities, Take a Step campaign encourages young people to recognise when they might need support, and explore practical things they can do to better their mental health.

The Morrison Government provided $1.5 million to headspace in 2019 to develop the awareness campaign.

Minister for Indigenous Australians, Ken Wyatt MP, said reducing youth suicide in Aboriginal and Torres Strait Islander communities is one of the Morrison Government’s highest priorities.

“The fact that Indigenous people are dying by suicide at twice the rate of other Australians is one of the gravest and most heartbreaking challenges we face as a nation,” Minister Wyatt said.

“Take a Step will help to change this by showing young Indigenous Australians how to recognise and overcome mental health challenges. It has been designed by young Indigenous Australians for young Indigenous Australians – that’s why this campaign is so important.

“It draws on the connection with spirit and ancestors, culture and country, which is vitally important to Aboriginal and Torres Strait Islander people’s mental and emotional wellbeing.”

Assistant Minister to the Prime Minister for Mental Health and Suicide Prevention, David Coleman MP, said the campaign is particularly important because it uses ideas and images that have meaning for Aboriginal and Torres Strait Islander young people.

“We all know the challenges around mental health. Sometimes you may not be able to see or know that you need help and some people unfortunately still feel some stigma around asking for help,” Assistant Minister Coleman said.

“Take a Step is an important platform for young Aboriginal and Torres Strait Islander people to share stories, emotions and experiences with others in a safe, supportive environment and to explore practical things they can do to feel better.”

The Morrison Government has made mental health and wellbeing a priority and in this year’s budget committed $2.3 billion towards reforming the mental health and suicide prevention system.

This includes a commitment to establish multidisciplinary mental health centres for adults, young people and children through the Head to Health and headspace programs.

The Morrison Government has also committed $79 million in additional funding to address Indigenous Australians’ mental ill-health and suicide.

The funding will support culturally-safe crisis services and initiatives under a renewed Indigenous-led National Aboriginal and Torres Strait Islander Suicide Prevention Strategy, and includes:

• $27.3 million to implement culturally-sensitive, co-designed aftercare services, for individuals following a suicide attempt or suicidal crisis. These will be delivered across Australia at a regional level, and Aboriginal and Torres Strait Islander organisations will be preferred service providers.
• $23.8 million to establish regional suicide prevention networks across each state and territory.
• $16.6 million will be provided to establish and evaluate a new culturally appropriate 24/7 crisis line, delivered by Aboriginal and Torres Strait Islander people. This will be a partnership between to Gayaa Dhuwi (Proud Spirit) Australia and Lifeline.

About the campaign

Take a Step builds on the learnings of the Yarn Safe campaign, which was launched by headspace in 2014 and aimed to reduce stigma and shame associated with help-seeking.

Drawing on the holistic framework of social and emotional wellbeing that comprises connections with spirit and ancestors, culture and Country, the Take a Step campaign features rocks to represent Aboriginal and Torres Strait Islander young people’s emotions, experiences or challenges that might weigh them down.

The metaphor helps to explain the connection between the feelings that Aboriginal and Torres Strait Islander young people may have, and their social and emotional wellbeing. Take a Step encourages Aboriginal and Torres Strait Islander young people to explore practical things they can do to feel better

The campaign was developed by headspace and five Aboriginal young people from around the country, who formed the Aboriginal and Torres Strait Islander Youth Reference Group, known as the Wominjeka.

The campaign will run across television, radio and social media, including the NITV channel, across AFL and NRL matches on FoxSports, regional radio and national Spotify audio channels, on social media as well as regional cinema and large scale billboards.

headspace services will help promote the campaign to young people in their local communities. Further information is available at www.headspace.org.au/takeastep