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SOMBA K'E/YELLOWKNIFE - Turtle Concepts, an Ontario-based company, is searching for a new recruit to join their ranks during its Yellowknife visit this month.

The group is in Yellowknife for two weeks to raise awareness about self-esteem, self-concept, and self-identity in youth - holding workshops focused on serious youth-related issues such as suicide prevention and struggling with peer pressure.

Left to right, Dave Jones, founder of Turtle Concepts, Alyssa Nelson and Angel Lafferty of Weledeh Catholic school, participate in a Turtle Concepts workshop at St. Joseph school, Oct. 21. - Ben Morgan/NNSL photo

It's the third time Turtle Concepts has come to Yellowknife in less than a year. The Turtle Concepts model uses a less conventional approach to make sure kids are engaged and thinking about their behaviour in a positive light.

"It's about communication - we want to reach these kids to make sure they get the message," said Turtle Concepts owner and founder Dave Jones. The former school teacher has degrees in sociology and education and is a member of the Garden River First Nation in Ontario.

The company's trip was paid for by the wellness program fund of the GNWT's Department of Health and Social Services.

Dianne Lafferty, aboriginal language and culture co-ordinator for Yellowknife Catholic Schools, said the program ultimately gives students hope for a bright future.

"You see the growth immediately and it's inspiring these kids to recognize their own potential. What Dave is doing here is helping them to see themselves for who they are and he teaches them to cope properly with their problems," she said.

"We've had a phenomenal response. They learn to trust him right away - by the end of the day they're able to identify something positive about themselves, their lives and each other."

Jones said any controversial subject matter - and any foul language that is sometimes used with the older kids - is always pre-approved by the schools.

"It's a targeted vocabulary and I'm trying to reach my target audience by using language that they're used to hearing from within their own peer group," he said.

"We're talking about stuff that needs to be talked about and we're doing it at their maturity levels using their kind of language and I think they really benefit from that experience. I think that's how they get the message."

Turtle Concepts met with students from Catholic schools last week and is meeting with Yellowknife Education District No. 1 students this week. The group is also making presentations in Behchoko, Ndilo and Dettah and will be back for a territorial teachers conference in February to speak to teachers from across the NWT.

Jones said his presenters are all "goody-goodies and we want these kids to realize that good behaviour is cool," he said.

Yesterday, the group held a Turtle Concepts role model search in Yellowknife. Jones wants to find a student from a local high school to join them at the Canadian Aboriginal Festival in Toronto at the end of November.

"It's like Canada's Next Top Turtle," joked Jones. "They have to be positive and confident and it should be a great opportunity for anyone who wants to help inspire youth."