R U OK?Day: Ogilvy Launches New Campaign Reminding Aussies “No Qualifications Needed”

R U OK?Day: Ogilvy Launches New Campaign Reminding Aussies “No Qualifications Needed”
B&T Magazine
By B&T Magazine



Today, Thursday September 8, 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?’.

Katherine Newton, CEO R U OK?, said: “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.

“I can’t think of a more important subject than mental health in Australia right now” says Toby Talbot, Ogilvy chief creative officer, AUNZ. “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.

Credit list:

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

Post Production – Rumble

Illustrations – Jacky Winter Group

Anne-Marie Shelton – Producer

Kate Pullen – Illustrator

Casting – Nick Hamon Casting

Sound Design and Mix – Vandal

EP – Anna Greensmith

Sound Engineer – Nigel Crowley

TV Delivery – Adstream

Cinema Delivery and Mix – Edge DP




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