R U OK? Foundation launches quirky convos campaign to help prevent suicide via OgilvyOne

Suicide prevention organisation, the R U OK? Foundation, is challenging Australians to get creative with ways to start a conversation by launching a new outdoor and digital advertising campaign via OgilvyOne.

The R U OK? Conversation Starter campaign was inspired by magnetic fridge poetry and is being launched today (August 26) in the lead up to R U OK? Day (Thursday 12 September). It includes 400 static panels across major cities, three digital touch screens in Melbourne and Sydney and a mobile and desktop-friendly app.

R U OK? CEO Janina Nearn said the ad campaign aims to help more people reflect on the difference that conversations can make to people struggling with life.

Says Nearn: “We know that 10% of Australians in 2012 didn’t connect with our message,” Janina said. “It’s a perception we need to change because we all know someone who’s struggling, and asking ‘are you ok?’ is something we can all do to make a difference.”

The digital panels and app allow people to create their own quirky conversation starter. The words provided are deliberately humorous and unusual to encourage people to share their questions on social media. All app-generated questions will be accompanied by the share message: All it takes is a few words and a question mark to start a conversation that can change a life.

Says Nearn: “We hope the use of humour will help break down barriers and persuade more people of the value of conversations in helping family members and friends to feel supported and less alone. The campaign will act as a gateway to educate more Australians about why asking ‘are you ok?’ can change a life.”

Nearn said the advertising campaign is a first for the R U OK? Foundation.

Says Nearn: “Thanks to the creative inspiration, generous pro bono support and amazing team work of OgilvyOne, Alpha Salmon, Pixolut and Adshel, the reach of this year’s advertising campaign will exceed what we’ve been able to achieve in previous years.

“R U OK? founder Gavin Larkin was passionate about the power of advertising and it’s appropriate that we continue to work closely with agencies to reduce the average of 2,300 suicide deaths in Australia each year.”

The app is available from ruokconversationstarter.com. The digital ad panels are in Town Hall

Station, Sydney and Spencer and Bourke Streets, Melbourne.