Ogilvy Australia and Partners Champion the R U OK? Message

This Thursday 8th September is R U OK? Day, a National Day of Action and a reminder that every day is a day to check in with your friends, family and colleagues. 

After almost three years of disruption, thanks to the pandemic, lockdown loneliness, job insecurity, destructive fires, floods and rising living expenses driven by inflation, many Australians are doing it tough. An average of 8.6 Australians die every day by suicide. That’s more than double the road toll (ABS, 2021).

Research from R U OK?  has found that 4 in 10 Aussies feel asking someone, ‘are you OK?’ might be a conversation better had with an expert, but the truth is, we’re not qualified to talk about most of the things going on in the world right now and that doesn’t seem to stop us. We’ve all got what it takes to have these conversations and we need to be having them with the people we care about every day – in the car, at the beach or around the BBQ.

Tapping into this, Ogilvy has developed this year’s R U OK? Day theme, ‘Ask R U OK? No Qualifications Needed’. It’s an idea that speaks to every Australian, giving them the confidence to ask the simple, but potentially life changing question, ‘are you OK?’.

“I think it’s a message everyone can relate to because we all think we’re experts in a range of things so why be reluctant when this is something we can actually do,” said Katherine Newton, CEO R U OK? 

“By having regular, meaningful conversations, we can help the people we care about feel supported before they are in crisis and, if that conversation does get too big for us, we can guide them to seek professional help,” said Ms Newton.

With the generous support of some of the best production partners and creative talent in the country R U OK? has launched a contextual multi-channel campaign to bring this year’s theme to life. Justin Kurzel from Revolver has masterfully directed a charming 45 second film, with post-production by The Editors and Vandal. Kate Pullen from Jacky Winter has illustrated a range of playful themes for contextual OOH and digital. And talent across major media platforms such as Foxtel, Kayo, Nova, Seven Network, Nine Media, Network 10 and News Corp will feature conversations around the campaign on the day.

“I can’t think of a more important subject than mental health in Australia right now” says Toby Talbot, Ogilvy Chief Creative Officer, AUNZ. “And to have such an iconic Australian director as Justin Kurzel help us bring the idea to life has been huge for all of us. A special shout out to all our production partners who showed us how much they care with their time and effort. Thank-you.”  

Whether you’re waiting for a train discussing the public transport routing algorithm or watching the footy finals from the couch commenting on the ref’s judgement, our aim is to remind you and every Australian that you don’t need qualifications to start a meaningful conversation and ask a mate, ‘are you OK?’