Ian Hill focuses most of his speaking to Fair Boards across Canada and the United States. His You Make THE Difference initiative brings uplifting talks about healthy Boards and leadership and supporting volunteers to Fairs and agricultural societies, and has landed him the Alberta Association of Agricultural Society’s 2026 AAAS Award of Merit.
But he also listens. And what he hears is often not so uplifting. Burnout. Alcoholism. Chronic Stress. Depression. The high rate of farmer suicide.
So he developed the Empowering Minds program and Kent County Farm Bureau brought it to West Michigan in September 2025.
Hill wants to do for rural mental health what we did for drunk driving. Through awareness campaigns, the culture around drinking and driving shifted and ordinary people were empowered to step in before a crisis happened. He said, “It used to be when Uncle Joe got in the car after a few too many we’d laugh. Now you take the keys.”
We’ve written before about his session for community leaders and the first, crucial step in Empowering Minds (Put On Your Own Mask First). Here we are going to share the meat of the First Identifier Training: what to look for, what to listen for, what to say.
These are tools for regular people to use in their regular lives. We do not need to be a counselor or a first responder to make a difference in the lives of our friends and family. Our job is to pay attention and make sure the other person feels seen and heard. Hill said we should expect to spend 80% of the time listening and only 20% talking.
WHAT TO LOOK FOR
The first thing to look for is change.
Has the person done something that makes you think, “That’s not like them”? Have they sold the antique tractor they lovingly restored? Have they left an organization they loved and valued? Are they having more accidents on the farm?
Has the person changed their usual patterns? Are they going out more or less? Have their sleep habits changed? Are they withdrawn? Are they reckless? Does everything make them angry? Is their property not as well taken care of? Are they getting upset at things that they used to chuckle at? Do they have no response to things that used to get them riled up?
On their own, none of these things is negative, so it’s the change that we want to pay attention to. It could be an indicator that something’s going on.
WHAT TO LISTEN FOR
The thing to listen for is hopelessness.
“I’m just a burden.” “I’m only causing problems.” “I’ll never get out of this.” “What’s the point of trying?” “It doesn’t matter what I do.” “I just want it all to stop.” “I just want to escape.”
WHAT TO SAY
You don’t have to have anything particular to say—just ask open-ended questions:
“I’m so sorry. How are you holding up?”
“Sounds like you’ve got a lot on your plate.”
“Tell me more.”
“What else?”
And then DO NOT FILL THE AWKWARD SILENCE. This will be really difficult. Hill suggested that talkative people literally put their hand over their mouths as a reminder. It’s important to give the person time to respond. You do not need to press them. If they aren’t ready to talk, at least they know you noticed and you care.
And NO PEP TALKS. Your role in the conversation isn’t to get them to stop feeling that way—it’s to listen and respond without judgment and with sympathy. Remember the 80% listening, 20% talking ratio.
Hill said there is one time to be definite: “Do not walk past ‘I’d be better off dead.’” Here, direct questions are needed:
“Have you thought about harming yourself?”
“Do you have a plan?”
Research has shown that asking the question doesn’t increase the act.
If they say they do not have a plan, then you can ask them if they want to call the farmer hotline or 988, and offer to sit with them while they do. If they say they do have a plan, tell them you’re calling 911 but that you will stay with them until help arrives, even if they yell at you or try to take back what they’d said.
NEXT STEPS
After having that uncomfortable conversation, stay in touch to let them know you care. Don’t let them stay isolated. Hill said, “I know this’ll work because I know small town folk know how to be neighborly. Sit with them in the combine. Hang out with them in the milking parlor. You know whether you can drop by, or call, or text. I know some of you out there will take these ideas and make them better because you’re tinkerers.”
Having fewer empty tractor seats is worth being ready to have an awkward conversation, especially now that you’re equipped with what to look for, what to listen for, and what to say.
MENTAL HEALTH RESOURCES
Here are some resources to be aware of.
TOGETHERALL (https://togetherall.com/en-us): This free online support community has an Agricultural Group. You can create an anonymous profile and share with peers who understand your experience. There are also self-assessments and courses. It is part of Farm State of Mind, which lists more national resources.
MSU Extension Farm Stress (https://www.canr.msu.edu/managing_farm_stress/) This resource can connect you with teletherapy professionals, financial resources, free online courses.
AGRISTRESS HELPLINE: Call or text 833-897-2474
SUICIDE AND CRISIS LIFELINE: 988
CRISIS TEXT LINE: Text “START” to 741-741
NETWORK 180: This is a Kent County resource for adult and youth crisis intervention and outpatient care. It does not require health insurance. Call (616) 336-3909 or dial/text 988 - available 24/7. Go to the Behavioral Health Crisis Center located at 260 Jefferson Ave. SE on the Trinity Health Campus in downtown Grand Rapids. Walk-in service is available 24/7. If you cannot go to Network180, their Mobile Crisis can go to you. Call (616) 333-1000.
PINE REST PSYCHIATRIC URGENT CARE CENTER: They are open Monday-Friday, 8am-6pm. Virtual appointments are available, call 616-300-8907. 300 68th Street SE, Building E, Entrance E1, Grand Rapids.