Across rural Australia, conversations about staying strong, managing stress and looking out for one another are shifting and Just A Farmer, the independent Australian film created by Victorian farmer Leila McDougall, is at the heart of that change.
What began as a deeply personal project has grown into a national movement, sparking real, practical conversations in farming communities and giving voice to pressures many farmers carry quietly.
The statistics are confronting. A farmer dies by suicide every ten days in Australia, up to twice the rate of the general working population.
Leila witnessed this reality firsthand in western Victoria, where she saw the toll that stress, isolation and unrelenting pressure can take on farming families.
Determined to break the silence, she and her husband Sean invested $ 1 million of their own money to bring Just A Farmer to life, ultimately contributing a major share of the film’s $ 2.5 million production cost.
Their motivation was never financial gain; it was impact.
As Leila has said, “If this film prevents even one suicide, it’s worth it.”
Just A Farmer has exceeded expectations. It has attracted national and international attention, earned praise from high‑ profile supporters including Hugh Jackman, and has won 12 international film awards including Best Feature Film at the 2024 Buffalo International Film Festival.
Leila was nominated for the 2026 Victorian of the Year and now serves as an Ambassador for Beyond Blue, amplifying her advocacy for rural mental health, and helping farmers through tough seasons.
But the most powerful impact is happening in rural towns across the country.
More than 170 community screenings have already taken place, reaching over 25,000 people.
Post‑ screening surveys show that 91 per cent of attendees feel more comfortable talking about stress and mental health, 82 per cent continue the conversation afterwards, 92 per cent recognise the importance of reaching out, and 8 per cent have sought help after watching the film.
These are extraordinary outcomes for a grassroots initiative driven by rural communities themselves.
And now, the next stage of the movement calls for the support of the agricultural industry- particularly Rural Retailers.
Why rural retailers matter
Australian farming operates on trust first.
Farmers rely on rural retailers for advice, product reliability and support through good seasons and tough ones. These relationships are built over years, often decades and they carry enormous influence.
Research consistently shows that farmers are far more likely to listen to trusted peers than unfamiliar experts. And they engage more deeply when these conversations happen in familiar environments, such as community events, field days, product nights and grower meetings.
This is exactly where rural retailers can play a powerful role.
By hosting a screening of Just A Farmer, retailers can create a safe, familiar space for farmers to connect, reflect and talk without stigma, pressure or formality. It’s a simple act that delivers both community impact and commercial value.
The value to your business
Supporting Just A Farmer isn’t just the right thing to do it’s a commercially smart way to strengthen relationships with the farmers who rely on you. A screening creates meaningful, non‑ transactional time with your customers, deepening trust and strengthening relationships.
Showing up for your farmers outside the sales cycle builds trust and loyalty, and stronger relationships naturally lead to better conversations and better long‑ term outcomes.
Hosting a screening also strengthens your social licence and positions your business as a genuine community leader- a business that steps up, not just sells.
How to get involved
The Just A Farmer team has developed several practical, commercially viable screening models from retailer‑ led events, to partnerships with suppliers, to head‑ office supported campaigns. Each model is simple, flexible and designed to fit the realities of rural business.
Whether you host a screening independently, collaborate with local Ag businesses, or partner with suppliers, the outcome is the same: stronger relationships, deeper community connection and real impact.
Take the next step
To explore how your business can host a screening, or to access the full industry document outlining models, benefits and support contact: Kelly Wandel Community Screening Liaison Manager Just A Farmer 0419 517 996 kelly@vampaddockproductions.com or download here.
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