R U OK? Day campaign aims to start quirky conversations

R U OK? appThe suicide prevention foundation started by the late BrandShop CEO Gavin Larkin has launched an outdoor and digital advertising campaign challenging Australians to come up with quirky ways to start a conversation.

The Conversation Starter campaign, developed by creative agency OgilvyOne, was inspired by magnetic fridge poetry and includes a mobile and desktop-friendly app giving people the opportunity to come up with their own  conversation starters, accompanied by the  message: ‘All it takes is a few words and a question mark to start a conversation that can change a life.’

Posters have been placed across major cities ahead of the fifth national R U OK? Day on September 12.

Larkin founded the R U OK? foundation in 2009, following the death of his own father, and the former CEO of STW Group creative agency The BrandShop won support for the cause from the media and marketing industry which has continued following Larkin’s death in September 2011.

Janina Nearn, CEO of R U OK?, said Larkin was passionate about the power of advertising and that it is appropriate for the charity to continue to work closely with agencies to reduce suicide deaths in Australia.

“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,” she said in a statement.

“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 campaign will act as a gateway to educate more Australians about why asking ‘are you ok?’ can change a life.”

Previous campaigns included a TV promotion on Bondi beach and a golf day for the media and marketing industry in memory of Larkin supported by STW Group last year.

R U OK? Conversation Starter


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