The mental health campaign in memory of a young shepherd who took his own life has been officially launched.
'Will to Live' targets young rural men and women and encourages them to 'speak up'.
It was launched by Elle Perriam who lost her boyfriend Will to suicide in December.
She said it was challenging for those in rural areas to get help.
"Counselling is not easy to access in rural areas, and it can take weeks to get appointments," she said.
"It is also hard to get days off in the middle of lambing or shearing."
The campaign includes a regional Speak Up tour, encouraging rural people to open up - and their first stop was the annual Hunterville Huntaway Festival on Saturday.
The campaign launch also included New Zealand's largest recorded 'bark up', led by black huntaway Jess, who belonged to Will and is the campaign mascot.
Sheep and beef farmer Mark Rhind and his family drove up from Marlborough last night to show support.
"My brother took his life last year - it's actually his birthday tomorrow," he said.
He said it's something that has to be talked about.
"Just talk to people, especially your mates. Everyone was a bit dumbfounded - it was out of the blue," said Mr Rhind.
"If we can talk to each other we can get rid of that stigma," he said.
The regional tour is being funded by a PledgeMe campaign.
Need to Talk? - Call or text 1737
Lifeline - 0800 543 354 or (09) 5222 999 within Auckland
Youthline - 0800 376 633, text 234, email talk@youthline.co.nz or online chat
Samaritans - 0800 726 666
- Depression Helpline - 0800 111 757
- Suicide Crisis Helpline - 0508 828 865 (0508 TAUTOKO)
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