Ask your mates if they’re okay, says timely campaign

Australian non-profit suicide-prevention organisation R U OK? has partnered with Hogarth on a campaign that drives home the crucial message that we all have the power to start a life-changing conversation on any day, at any time of the year.

In Australia alone, between eight and nine people take their own life each day, while an estimated 65,000 Australians try to take their own life each year.

R U OK? was founded in 2009 and advocates for people to have conversations with others. The organisation holds a dedicated R U OK? Day annually on the second Thursday of September, which encourages Australians to connect with people.

The 2024 campaign ‘Ask R U OK? Any Day’ theme is based on wide-ranging research from Australians of all ages, backgrounds and walks of life. 

The film serves as an important reminder that, no matter the day or season, we all possess the ability to have a life-altering conversation with a friend, family member, co-worker, or loved one whenever we notice indications of their struggles.

The 60-second film follows two friends as they connect and check in with each other over the course of a year. We see them supporting each other—sometimes unknowingly and sometimes purposefully—through both happy and unhappy moments—from job hunting, and moving houses to celebrating a birthday. The film's key message is that while R U OK? Day is a single day in the year, it's the daily check-ins that really matter.

Katherine Newton, CEO of R U OK? says, “A lot can happen in a year, a month, a week. Whether it’s your friend, family member, colleague, partner, or teammate, the people you care about go through life’s ups and downs every day. By checking in regularly with the people close to you, you can help prevent small things from becoming big things.”

Dan Michael Jones, creative director at Hogarth, said: "It's been an honour and a privilege to work alongside some of Australia's best—in service of an organisation and a message that truly has the power to change lives for the better. It's been an unforgettable journey, and I'm so incredibly proud of what we've all achieved."

Campaign's take: The film is a sobering watch. In these uncertain times, life is especially tough for a lot of people and though the film was made for an Australian audience, its key message will no doubt resonate far and wide. The importance of connecting and checking in with people who might be struggling can never be stressed enough. Ultimately, it's more than a mere campaign, it's an important and timely message that has the potential to be life-altering.

CREDITS

R U OK?
Katherine Newton – CEO
Gennie Sheer – COO
Amelia Gilbert – Brand and Marketing Manager
Rebecca Wood – Marketing Manager