R U OK? launches ‘Ask R U OK? No Qualifications Needed’ campaign via Ogilvy and partners
Today 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 3 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?[1] 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?’.
Says Katherine Newton, CEO R U 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.
“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.”
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.
Says Toby Talbot, chief creative officer, AUNZ, Ogilvy: “I can’t think of a more important subject than mental health in Australia right now. 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?’
‘Ask R U OK? No qualifications needed’ because a conversation could change a life. Find conversation tips at: ruok.org.au
For support at any time of day or night, call Lifeline on 13 11 14.
[1] fiftyfive5 R U OK?Day research August 2022
Creative & PR Agency – Ogilvy:
Toby Talbot – Chief Creative Officer, Australia & New Zealand
Chris Little – Group Creative Director
Robyn Ramsay – Copywriter
Luke Roxburgh – Art Director
Toby Harrison – Chief Strategy Officer, Australia & New Zealand
Michelle Holland – Managing Director
Taylor Feely – Senior Account Director
Jemma Marriott – Senior Integrated Project Manager
Cassie Floriano – Producer
Rob Spencer – Head of Broadcast Production
Tom Fogarty – Consultant
Lauren Williams – Account Coordinator
Louise Fennelly-Cook – Business Director
Heidi Rose – Client Partner
Natasha Lorenzini – Senior Consultant
Media Agency – Mindshare
Catherine Rushton – Chief Strategy Officer, Australia & New Zealand
Wayne Jarvis – Sydney Investment Lead
Client – R U OK?
Gennie Sheer – COO and Campaign Director
Amelia Gilbert – Brand and Marketing Manager
Dorran Wajsman – Art Director
Huw Bonello – Digital Engagement Manager
Rebecca Wood – Marketing Manager
Annabel Bowman – Media and PR Manager
Michele D’Aloia – Media Adviser
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 – DOP
Post Production – The Editors
Liv Reddy – Head of Production
Lily Davis – Editor
Edel Rafferty – Colourist
Matt Edwards – Online
TV Sound Design and Mix – Vandal
EP – Anna Greensmith
Sound Engineer – Nigel Crowley
Illustrations – Jacky Winter Group
Anne-Marie Shelton – Producer
Kate Pullen – Illustrator
Casting – Nick Hamon Casting
Radio Sound Design and Mix – Rumble
TV Delivery – Adstream
Cinema Delivery and Mix – Edge DP
15 Comments
in agency land
This must be a hard day for people who suffer with mental health issues. They would deal with the pain everyday and would dread how trivial these campaigns make the illness seem. Our industry has zero respect for our mental health…well at least all the companies I’ve worked for. Long hours, countless hours of unpaid overtime, canceling plans to work late nights and weekends.
Making a day to drive peak attention and discussion doesn’t therefore mean those behind the campaign are saying it’s not important all year round.
Grow up and act like you have a clue how advertising works. Or at least pipe down.
Concept. Script. Tone. Well done, Ogilvy. Genuinely impressed – and a little misty eyed.
Is it? I found it confusing and flat. The guy imparting the wisdom is in his own way asking R U OK? Or is what he’s doing wrong and he should be asking R U OK? or is it neither of those and he should be asking a friend who we don’t see but shouldn’t be confused by a bmx rider or woman in car?
Grow up? Pipe down? Great example of how toxic this industry this.
For someone who’s struggled with mental health, this is terrible! Not the time to try and be clever. Or at least make it clever.
Totally agree 😢
Beautifully cast but I have no idea what the tai chi has to do with anything
Not this.
Thought this was an ad for Industry Super Australia. Tai chi? Why?
Ask the blonde actor if he’s ok. Or is that the joke?
Do any businesses support mental health days?
So the bystanders around the petrol station know that a random dude doing yoga moves is helping some other random dudes mental health. And then they are commenting on what’s going on between the two dudes because they can’t hear them and/or really know who they are or what they are doing, Yep, got it…I’m with you…makes totally sense. Well done, what do I do now?!?!?!?!?!
You’ve just found a way to make an honest message, to an oft ailing community, super fucking complex, self-indulgent and essentially meaningless.
Talk about unqualified.