Developed by OgilvyOne, the R U OK? Conversation Starter campaign was inspired by magnetic fridge poetry and is being launched today in the lead up to R U OK?Day (12 September).
The campaign includes a Facebook app, 400 static panels across major cities, and three digital touch screens in Melbourne and Sydney.
The app, developed by digital agency Pixolüt, allows users to create their own quirky conversation starter through the app with the words provided and share it on social media. All app-generated questions will be accompanied by the share message: All it takes is a few words and a question mark to start a conversation that can change a life.
The app is available on the organisation’s Facebook page. The digital ad panels are in Town Hall Station, Sydney and Spencer and Bourke Streets, Melbourne.
“We know that 10 per cent of Australians in 2012 didn’t connect with our message,” said Janina Nearn, R U OK? CEO. “It’s a perception we need to change because we all know someone who’s struggling, and asking ‘are you ok?’ is something we can all do to make a difference.”
“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,” Nearn said. “The campaign will act as a gateway to educate more Australians about why asking ‘are you ok?’ can change a life.”