R U OK: Are they really OK?

Asking Aussies to check in on the country’s biggest day of mental health action

A pro bono project for a very worthy cause, it was a fantastic privilege to lead the strategy and creative for R U OK’s flagship national campaign on R U OK Day.

”Are they really OK?” was the the theme, and sought to encourage Aussies to stay connected to those close to them, checking in earnestly and often to provide support even if their initial advances are rebuffed. This was backed by research showing a vast majority of Aussies fail to probe past the initial question.

The campaign was officially launched nationally on TV’s The Project and was supported by activity across TV, Radio, Digital, Social and OOH.