Dare Iced Coffee partners with R U OK?

Dare Iced Coffee has announced a three-year partnership with R U OK?

The announcement:

Dare Iced Coffee has announced a three-year partnership with Australian suicide prevention charity R U OK? to encourage Dare drinkers to provide support to mates and loved ones who may be doing it tough.

Kathy Karabatsas, Lion Dairy & Drinks Managing Director said: “R U OK? aims to start life-changing conversations and create a more connected world. Dare has always been known for saying a ‘Dare Fix’ll Fix It’. But the truth is, a Dare fix can’t fix many of life’s challenges. But, thankfully, a conversation could.

“We are extremely proud to partner with R U OK? and we hope that we will be able to encourage more people to start meaningful conversations with their mates and family.

“Dare is a leading iced coffee brand in Australia, and with a brand purpose centred on mental clarity, Dare has an opportunity to truly demonstrate a genuine commitment to our purpose by raising awareness of the mental health of our consumers and their mates.”

In a brand first, this month 5,275,000 Dare 500ml core packs will carry the R U OK? message on the label leading up to R U OK? Day on 10 September 2020 reminding people to ask their mates and family members – are you OK?

Dare is Australia’s #1 Iced Coffee brand

“This vitally important message will be featured on millions of Dare packs over coming weeks and be a powerful reminder for people to ask their mates, family and colleagues – are you OK?” Kathy said.

“The R U OK? message will be featured on front of pack, and on the back of pack there will be the four steps to help guide consumers on how best to start a conversation with a mate.

“This long-term commitment by Dare will also support the cause by helping consumers to identify the signs that someone in their life may be struggling and to encourage a more meaningful conversation.”

Katherine Newton, CEO, R U OK? said: “We are delighted to partner with Dare Iced Coffee. This new partnership will enable us to reach even more Australians in the lead up to our national day of action and beyond.

“2020 has been a challenging year for many, making it even more relevant for us to stay connected and, for those who are willing and able, offer support to those around us,” said Ms Newton.

“Encouraging Australians to make a mental note to check in with a mate and take a look at the tips on how to open a conversation, may just be the start of a meaningful conversation, and we know that an authentic conversation has the potential to positively change a life.”

Kathy said as part of the three-year agreement, Dare would also provide support to the cause across its social, online video and high-profile sponsorships with football clubs including St Kilda. The Saints will also share RU OK? messaging across its social media platforms.

“Looking out for your mates is important at any time of year and thinking about who might need a shoulder to lean on is something we all can do,” Kathy said.

“From just a simple question, a life could be changed.”

You don’t need to be an expert to reach out, just a good mate and a great listener and use the four steps:

  1. Ask R U OK?
  2. Listen
  3. Encourage Action
  4. Check in

Dare fans will be able to buy their favorite 500ml flavour featuring the RU OK? messaging in store from next Monday (17 August 2020) until mid-September. It will be available in all supermarket and convenience outlets in all states where Dare 500ml is sold.

Source: Alt Shift media release


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