This paper argues for a paradigm shift for effective suicide prevention in Australia. It takes a situational approach to mental health literacy, which represents a significant departure from the current medical framework and its emphasis on illness. The situational approach to mental health literacy is concerned with the continuum of challenging life events and human experiences across the life course, and normalising human distress. It encourages constructive and non-pathologising responses to mental health issues amongst mental health practitioners and other professionals.