WITH mental health challenges in rural Australia reaching increasingly concerning levels, animal health company Zoetis has renewed its commitment to supporting the wellbeing of people in farming and regional communities by continuing its long-standing partnership with mental health support organisation Beyond Blue.

Zoetis has partnered with Beyond Blue since 2016, donating more than $1 million over that period to help fund mental health support services for people living outside major cities. This year marks the eleventh year of the partnership.

Between now and 31 October, people can support the Zoetis and Beyond Blue initiative by purchasing eligible Zoetis production and companion animal vaccines or parasiticide animal health products. Zoetis will donate $5 from each sale, up to $100,000, to Beyond Blue Support Services, to help more people in rural communities access the support they need.

To learn more or find out how to support the campaign, click here.

Australian rural and regional communities have a long history of supporting the nation and each other. Now, as financial pressures, isolation and uncertainty continue to weigh heavily on many people living outside major cities, Zoetis and Beyond Blue are encouraging rural Australians to start a conversation with a friend, family member, neighbor, colleague or a support service.

Zoetis said the partnership is designed not only to raise funds, but to encourage everyday conversations that can help reduce loneliness, isolation and distress before people reach crisis point.

Zoetis’ Livestock business unit director Peter FitzGerald said the long-running partnership reflected Zoetis’s ongoing commitment to supporting the rural and regional communities it works alongside every day.

“Rural and regional Australians are often the first to show up for others, whether that is on the farm, in the workplace, at the local club or across the wider community,” Mr FitzGerald said. “But many people still find it difficult to talk about how they are really coping.

“This campaign is about helping make those conversations feel more normal. A simple check-in can be the first step towards someone feeling less alone, more supported and more able to ask for help.”

Ensuring more vulnerable people can access support

Beyond Blue chief executive officer Georgie Harman said the contribution would help as soon as they need it.

“Our partnership with Zoetis is so important because it helps us reach communities where pressures like money worries and isolation can be felt the hardest. Last year alone, our Support Service helped more than 300,000 Australians – that’s around 800 people a day, or a call every two minutes. With demand up 12 per cent this year, partnerships like this ensures that we can be there when people need it, while also ensuring support can reach more people earlier.”

The campaign comes at a time when many people in regional, rural and remote communities are facing compounding pressures. Around seven million people, or 27 per cent of the Australian population, live in rural, regional and remote areas, where access to health and mental health support can be more limited than in metropolitan areas.

People living in more regional and remote areas are also more likely to be socially isolated than those in metropolitan cities. For farming communities, these pressures can be especially acute, with weather events, natural disasters, financial stress, inflation and cost-of-living pressures all contributing to mental health strain.

Research by Beyond Blue also highlights the importance of early support and connection. Almost half of people who need mental health support wait until they are very or extremely distressed before reaching out. Stigma, embarrassment, discomfort talking about feelings and fear of burdening others remain significant barriers.

Recognising reality that people often carry stress quietly

Farmer, former Beyond Blue board member and now Beyond Blue’s rural and farming community spokesperson, Derek Schoen, said the campaign recognises the reality that people in rural and regional areas often carry stress quietly.

Derek Schoen

“When you live and work in a rural community, you understand how closely people support each other, but also how easy it can be to keep things to yourself,” Mr Schoen said.

“Whether it is financial pressure, weather, isolation or the day-to-day demands of running a farm or business, many people just keep going because they feel that is what they have to do.

“That is why starting a conversation matters. You do not need to have the perfect words or all the answers. Sometimes the most important thing you can do is ask someone how they are really going and give them the space to talk.”

Relationships remain one of the strongest protective factors for mental health. Beyond Blue research shows more than eight in 10 people see relationships as very or extremely important to their mental health, while people facing uncertainty and challenges are more likely to rely on social connection than professional support as their first source of help.

However, not everyone feels connected. Only 28 percent of people feel part of the community where they live, while around one in five people are unsure whether they have someone who would support them if needed, or do not feel supported.

Starting the conversation

Zoetis’ Peter FitzGerald said this makes it even more important to encourage conversations that build trust, connection and care within rural communities.

“Starting a conversation does not mean having all the answers,” he said.

“It can be as simple as asking how someone is going, listening without judgement, or encouraging them to contact a service like Beyond Blue if they need additional support. It takes strength to reach out for support, but getting help early can ease distress and stop issues from escalating.”

‘Helping rural Australians start the conversation’

The ‘Helping Rural Australians Start The Conversation’ campaign will run from 15 July to 31 October 2026. Australians can support the Zoetis and Beyond Blue initiative by purchasing eligible Zoetis livestock, pig, poultry, and companion animal vaccines or parasiticides. Zoetis will donate $5 per eligible product, up to $100,000, to Beyond Blue Support Services, helping more people in rural communities access the support they need.

• If you or someone you know needs support, the Beyond Blue Support Service offers free and immediate counselling, advice and referrals via phone, webchat or email.
• To talk to a mental health professional for free, contact the 24/7 Beyond Blue Support Service on 1300 22 46 36.
• Free web chat is also available 24/7 at beyondblue.org.au/support-service/chat and people can join the free online forums and share their experiences anonymously with our online community.