Digital Strategy | Product Management | Social Media | Content Marketing | Influencer Engagement

Opportunity: Suicide prevention is a complex and sensitive topic globally. RUOK is a non-profit movement designed to break down the onset of suicidal thoughts by encouraging people to simply reach out to each other and ask “r u ok?”

Activity: The digital strategy was critical in the early (first 2-3) years of growing RUOK as a movement. With limited funds, online was the most effective way to deliver impact, through a central website, and through engaging content shared on social media and leveraging influential celebrities

Result: From a grass roots campaign to a mainstream, national movement with 65% awareness from all Australians and over $4m in estimated advertising revenue in coverage
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