R U OK? taps Hogarth Aus for creative campaign, Nescafé signs on as official partner

A week out from R U OK? Day, Hogarth Australia has launched its campaign for the non-profit suicide prevention organisation, while Nescafé has signed on for three years as an official partner.

The new campaign highlights that there are ‘more right places than wrong’ to start tough conversations. Hogarth was tasked with delivering the theme, creative concept and production.

The theme, ‘I’m here to hear’, was developed from insights showing the impact a genuine conversation can have on someone who is struggling. Research found more than four in five people who engaged in meaningful conversations felt better about managing their situations, after talking through it and feeling supported*.

Barney Howells, creative director at Hogarth Australia, said: “Collaborating with the R U OK? team has been a career highlight.

“It’s not often you get to work with an organisation that has such a big responsibility to deliver a potentially life-changing message to the broadest cross-section of society imaginable. The whole Hogarth team was energised by this project, and many feature in some way or another in the creative. We’ve all been touched by the experience,” he continued.

R U OK?’s CEO, Katherine Newton, added: “We are grateful to the Hogarth team who from the outset identified the core message we needed to convey and worked with us to bring it to life in a way that we hope will inspire and empower more Australians to meaningfully connect with those in their world and lend support when they are struggling with life.”

The campaign is featuring across traditional and social media platforms, cinema, OOH and audio, plus extra resources are available via the R U OK? website.

Meanwhile, coffee brand Nescafé has entered a three-year partnership with the organisation, coming on board as the official ‘cuppa’ partner.

The collaboration aims to further encourage Aussies to have meaningful conversations with their friends, families and colleagues.

To celebrate the partnership, Nescafé has launched a limited-edition 1kg tin of Nescafé Blend 43, designed to prompt conversations.

Nestlé’s professional general manager, Kristina Czepl, said the brand has a legacy of bringing Aussies together, and continues to inspire.

“Through our partnership with R U OK? we want to inspire people to use these moments of connection to simply ask the question, ‘are you OK?’, and start a meaningful conversation that could change a life,” she said.

Newton added: “We are grateful to welcome Nescafé on board as our official ‘cuppa’ partner. Taking the time to catch up over a coffee is a good time to meaningfully check in with a colleague or loved one.

“We know the positive impact an R U OK? conversation can have when people know and trust each other. This usually means that trust has been built over time, they’re familiar with each other’s routines and behaviours, and they likely know what’s going on in each other’s lives,” she concluded.

Support is available from Lifeline on 13 11 14. 

*R U OK? Day campaign research, Fiftyfive5, Australia, 2023

Campaign credits: 

Katherine Newton – CEO
Gennie Sheer – COO
Amelia Gilbert – Brand and marketing manager
Rebecca Wood – Marketing manager
Dorran Wajsman – Design lead

Hogarth Australia
Barney Howells – Creative director
Alan Harca – Director
Dave Clough – Creative lead
Dan Michael Jones – Snr creative
Mark Graham – Content lead
Kirsten Caly – Lead motion producer
Brendan Barnes – Director of photography SASC
Aleks Manou – Editor


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