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.
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