Concerned about the high rates of suicide among Aboriginal and Torres Strait Islander communities, R U OK? contracted 33 Creative to provide advice and develop a targeted, national communications campaign. 


We worked closely with the R U OK? Indigenous Advisory panel to develop and produce culturally appropriate advertising materials, including assets for television, radio and digital. We also developed a style guide, templates and tools to help communities to start a conversation about mental health and suicide prevention. 

In producing the video assets, we worked with key ambassadors share their story and personal struggle of tough times. This storytelling approach showed the community that it’s okay to talk about these issues, to break down stigma and encourage members of the community that together, we are stronger. The end result is highly engaging video and digital content delivered across multiple platforms.

We also delivered media and social media strategies and hosted a media launch which was well attended and reported on national outlets. This has been followed up with targeted stakeholder engagement to continue momentum of the campaign and resources throughout the year and in the lead up to annual R U OK? Day activities, including social media assets and moderation guidelines for culturally safe conversations. 

We thank the Aboriginal and Torres Strait Islander leaders and influencers who helped us to create this campaign, as part of the Advisory Group. 

Download the resources here.