Lived experience is central to Adelaide PHN's suicide prevention approach. We believe people with lived experience bring unmatched insight, authenticity, and hope to suicide prevention. Their voices are essential, which drove our commitment to co-design a region-wide campaign titled Start the Chat. Make a Difference. Launched in September 2025 to coincide with World Suicide Prevention Day, the campaign aimed to innovate to reduce stigma, build capacity, foster connection and promote help-seeking.
Recognising the need to reach broader and more diverse audiences, we partnered with the power of mainstream media, specifically radio, to amplify lived experience stories in a way that was accessible, far-reaching, and emotionally resonant. Suicide prevention is everyone’s business, and Nova Entertainment embraced the opportunity to be part of a meaningful initiative that reduces stigma and encourages help-seeking, using their platforms to connect with listeners in everyday moments.
The campaign was developed through a unique cross-sector collaboration involving people with lived experience, Nova Entertainment, and organisations with suicide prevention expertise including Black Dog Institute, the South Australian Mental Health Commissioner, Preventive Health SA, Everymind, Roses in the Ocean, and Lifeline Adelaide. This model emphasises the conference theme “United Voices, Brighter Futures”, demonstrating how diverse sectors can unite to amplify impact and inspire change.
Authentic storytelling was at the heart of the campaign, with lived experience narratives broadcast on FIVEAA and commercial promotion on Nova 919. These stories and advertising were designed to challenge stigma, inspire hope and encourage open conversations about suicide. The campaign extended its reach through social media and community engagement, creating multiple touchpoints for connection and dialogue.
A crucial call to action that drew all campaign activities together was the promotion of Black Dog Institutes Recognise and Respond training, equipping community members with practical skills to identify signs of distress and confidently ask about suicide. Whether it was a lived experience voice, a radio host, or live interview, the message was clear: everyone can learn to have a conversation.
Preliminary indicators being explored include broadcast attribution, social media metrics, training uptake and self-reported measures of increased awareness and confidence to ask about suicide.
This presentation will explore campaign development, partnerships, implementation, early outcomes, and future directions, highlighting the power of inclusive, community-driven approaches and media partnerships in shaping united suicide prevention efforts that foster hope, compassion and lasting change.
Co-presenters will include a lived experience advocate, Adelaide PHN, Black Dog Institute and Nova Entertainment.