R U OK has kicked off a campaign to get conversations started ahead of the annual R U OK Day on September 12.

The campaign, developed pro bono by OgilvyOne for the suicide prevention organisation, features outdoor and digital advertising.

It includes 400 static panels, three digital touchscreens in Sydney and Melbourne and an app. The digital panels and app allow people to create their own conversations starters by mixing up the words that are provided.

Janina Nearn, R U OK CEO, said: “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 app can be downloaded from the R U OK Conversation Starter website, and the digital panels can be round in Town Hall station, Sydney, and in Spencer and Bourke Streets in Melbourne. 

“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,” Janina added.