"It's more important than ever to hero those stories of authentic care for one another."
R U OK? is reminding people “Are they really OK? Ask them today” in a new campaign in partnership with AKQA Media.
The campaign was officially launched on The Project on September 8, in time for 2021 R U OK? Day on September 9. It will be supported by activity across TV, Radio, Digital, Social and OOH.
The message encourages people to stay connected to those close to them, checking in earnestly and often to provide support in challenging times.
Consisting of two 30-second TVCs, the campaign was produced by The Makers and voiced by R U OK? ambassadors Casey Donovan and Rob Mills.
It also features R U OK? community ambassadors Ming Johanson and Lachlan McTackett who highlight the importance of being there for each other every day.
R U OK? Ambassador Rob Mills says the campaign breaks down the stigma about mental health.
“I am really happy with the end result as both pieces feel like a genuine conversation. Real
people, real stories of those who have done it tough, needed a chat and had a mate come in
and ask the question,” Mills says.
AKQA Media strategy partner Maya Mausli says the community ambassadors are inspirational.
“We’ve always been struck by the power and simplicity of the ‘R U OK?’ question. When
speaking to people on the ground and hearing their stories, it came home that it’s a
behaviour that really should be weaved into the daily fabric of our relationships,” Mausli says.
The Makers head of production Maren Smith says it is a heartfelt piece.
“While the current restrictions presented some production challenges, we feel it’s more important than ever to hero those stories of authentic care for one another,” Smith says.
Client: R U OK?
Creative: AKQA Media
Executive Creative & Strategy Director: Yash Murthy
Strategy Partner: Maya Mausli
Senior Social Manager: Lauren Mathieson
Social & Motion Creative: Sarah Sweeney
Group Account Director: Manuella Perche
Production Company: The Makers
Director: Jake Ward
Senior Producer: Lucy Whirledge
Head of Production: Maren Smith
Editor: Oliver Trauth-Goik
Sound Design & Mix: Matt Perrott, Mighty Sound
Grade: Alina Bermingham
DOP, Newcastle: Jake Ward
Production Facilitation, Perth: Sandbox Productions
Producer, Perth: Jenny Crabb
DOP, Perth: Ross Metcalf