While awareness of mental illness is slowly growing in Australia, asking the question “are you ok” can be a difficult and confronting process.
As a conversation partner for R U OK? Day, which is organised by the non-profit organisation which aims to break the silence around suicide by asking people to check in on their mates, Virgin Mobile Australia is offering free calls within Australia on September 11.
Virgin Group founder Sir Richard Branson has also recorded a video message encouraging Australians to reach out to friends and family. The campaign has been supported by the R U OK? website, as well as a roll-out involving out of home, digital and commuter press.
It comes as part of Virgin's “Making Mobile Better” campaign which the company said uses “conversations as a way to make positive change in people’s lives and Virgin Mobile see the mobile as a force for good to facilitate this.'"
Concept Creation: One Green Bean & Havas Worldwide Australia ATL and Digital Advertising: Havas Worldwide Australia
Media: Starcom Mediavest Australia
PR & Social Media: One Green Bean