A youth worker of 25 years is working to reverse New Zealand’s horror suicide statistics by getting to what he says is the “root of the tree” – tall poppy syndrome.

Jay Geldard is the founder and director of E Tū Tāngata, a movement aiming to shift Aotearoa’s culture of criticism through education, and spoke about his work during Newstalk ZB’s Good Friday broadcast.

The idea to create the organisation came during a trip to the UK, when Brits were shocked to learn that New Zealand had some of the worst suicide figures in the world. As he reflected on why Kiwis were killing themselves faster than anyone else, he had a realisation.

“From a youth worker perspective, I realised we’re throwing everything at the branches of the tree – depression, anxiety and self-harm – but actually the stats are getting worse,” Geldard told Sela Alo and Sam Bloore on Good Friday afternoon.

“And then I thought, we need to address the roots of the tree, the belief system in New Zealand called tall poppy syndrome which summed up is [the idea] that your success is a threat to my success.”

Geldard theorises that the egalitarian principles of European settlers in New Zealand, combined with the humility of the Māori culture, have fused together to create a culture of criticism that appears to be unique to Aotearoa.

“Through the implementation of this mindset which we’re trying to shift the culture of in New Zealand, we’ve discovered that we’re very insecure as Kiwis,” he explains.

“When you don’t value yourself and put yourself down, anyone around you who has aspirations or dreams or doing well is a threat to you. The only thing you know how to do is knock them down to make yourself feel better.”

E Tū Tāngata aims to reverse this mindset, by focusing on the idea that the tide lifts all boats.

“We’re trying to create a culture where if we give you a bit of a boost and tell you you have value, then anyone else around you is no longer a threat.

“It seems to be working… we’ve had so many schools, sports clubs and whanau feedback to us that it’s really changed their mindset of how they see themselves and others.”

Geldard is hopeful that the organisation can help shift the mindset in Aotearoa – to reject hyper-criticism and negative self-talk, and embrace compliments and the pursuit of success.