RU OK?Day: Ogilvy launches new campaign reminding Australians ‘No qualifications required’


Today, Thursday 8 September, is UK OK?Day, a national day of action and a reminder that every day is a day to check in with friends, family and colleagues.

After almost 3 years of disruption, thanks to the pandemic, the loneliness of lockdown, job insecurity, destructive fires, floods and rising living costs driven by inflation, many Australians make it difficult. On average, 8.6 Australians die each day by suicide. This is more than double the road toll (ABS, 2021).

A study by RU OK?1 found that 4 in 10 Australians like to ask someone, “Are you okay?” It might be best to have a chat with an expert, but the truth is, we’re not qualified to talk about most things happening in the world right now and that doesn’t seem to be stopping us. We all have what it takes to have these conversations and we need to have them with the people we care about every day – in the car, at the beach or around the barbecue.

Building on this, Ogilvy developed this year’s RU OK?Day theme, “Ask RU OK? No qualification required”. It’s an idea that speaks to all Australians, giving them the confidence to ask the simple, yet potentially life-changing question, “are you okay?”.

Katherine Newton, CEO of RU OK?, said: “I think it’s a message that everyone can relate to because we all think we’re experts in a range of things, so why hesitate when it’s is something we can actually do.

“By having regular, meaningful conversations, we can help the people we care about feel supported before they are in crisis, and if that conversation becomes too much for us, we can guide them to seek out professional help.”

With the generous support of some of the country’s top production partners and creative talent UK OK? launched a contextual multi-channel campaign to bring this year’s theme to life. Revolver’s Justin Kurzel masterfully crafted a charming 45-second film, with post-production by The Editors and Vandal.

Jacky Winter’s Kate Pullen illustrated a range of playful themes for contextual and digital OOH. And talent from major media platforms such as Foxtel, Kayo, Nova, Seven Network, Nine Media, Network 10 and News Corp will present conversations around the campaign that day.

“I can’t think of a bigger topic than mental health in Australia right now,” says Toby Talbot, Creative Director of Ogilvy, AUNZ. “And having such an iconic Australian director like Justin Kurzel help us bring the idea to life has been huge for all of us. A special thank you to all of our producing partners who showed us how much they care about their time and for their efforts. Thank you.”

Whether you’re waiting for a train while discussing the transit routing algorithm or watching the soccer finals from the couch commenting on the referee’s judgment, our goal is to remind you and everyone Aussies, that you don’t need qualifications to strike up a meaningful conversation and ask a friend, ‘Are you okay?’ ‘Ask RU okay? No qualifications necessary’ because one conversation can change a life.

Credit list:

Creative and public relations agency – Ogilvy:

Toby Talbot – Creative Director, Australia and New Zealand

Chris Little – Group Creative Director

Robyn Ramsay – Writer

Luke Roxburgh – art director

Toby Harrison – Chief Strategy Officer, Australia and New Zealand

Michelle Holland – General Manager

Taylor Feely – Senior Account Manager

Jemma Marriott – Senior Integrated Project Manager

Cassie Floriano – Producer

Rob Spencer – Broadcast Production Manager

Tom Fogarty – Consultant

Lauren Williams – Account Coordinator

Louise Fennelly-Cook – Commercial Director

Heidi Rose – Client Partner

Natasha Lorenzini – Senior Consultant

Media agency – Mindshare

Catherine Rushton – Chief Strategy Officer, Australia and New Zealand

Wayne Jarvis – Sydney Investment Manager

Customer – RU OK?

Gennie Sheer – COO and Campaign Director

Amelia Gilbert – Brand and Marketing Manager

Dorran Wajsman – art director

Huw Bonello – Head of Digital Engagement

Rebecca Wood – Marketing Manager

Annabel Bowman – Media and Public Relations Manager

Michele D’Aloia – Media Advisor

Michael Cheng – Animator (freelance)

Production Company – Revolver

Justin Kurzel – Director

Michael Ritchie – Managing Director/Co-Owner

Pip Smart – Executive Producer/Partner

Alex Kember – Producer

Sam Chiplin – Director of Photography

Post-production – The editors

Liv Reddy – Production Manager

Lily Davis – Writer

Edel Rafferty – Colorist

Matt Edwards – Online

Post-production – Rumble

Illustrations – Jacky Winter Group

Anne-Marie Shelton – Producer

Kate Pullen – Illustrator

Casting – Nick Hamon Casting

Sound design and mixing – Vandal

EP – Anna Greensmith

Sound engineer – Nigel Crowley

TV delivery – Adstream

Broadcasting and cinema mixing – Edge DP


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