The RUOK? Day program is an initiative set up by the STW Group and led by Gavin Larkin of thebrandshop. It was a program committed to the prevention of suicide in Australia. The message needed to be clear, and the program supported the following objectives:
To help people feel good about themselves through connecting and supporting others.
To increase connection and support within organisations and the community.
Through that connection and support, to reduce the impact of stress and depression – one of the greatest source of suicide.
Staying connected and ensuring your colleagues, friends and loved ones do so as well is as simple as having regular, meaningful, conversations. So every day can be RUOK?Day.
SOLUTION
The Web Portal was designed to support people in need, who maybe at risk of taking their own life. Through listening to stories from others, sharing their experiences and social media outlets. It created a channel for people to share and hear from others why they were driven in the first place and hear about how reaching out to anyone doing it tough and simply asking: "Are you ok?".
The RUOK? Day website also provided support materials and information links for immediate help, Alpha CMS and Alpha Behaviour were deployed to help create the awareness of the program and suicide prevention.
RESULT
On November 29th 2009, it was declared RUOk? Day. The event asks everyone to make 3 calls that day to someone they know and just ask the question “Are you Okay?”. The program attracted ample media attention but the cause was the most important in get Australian’s talking.
The campaign has been deemed a success over 29,000 unique visitors to the site and over 1,200 who have shared their stories.
Alpha Salmon is involved in 2010 and 2011 again, working closely with the team at Yello to make RUOK? Day even bigger and better.
WHAT WE DID
Scoping
Architecture and Alpha CMS and Alpha Behaviour implementation
Support and Maintenance
STOP PRESS
October 7th, 2010 - Launch breakfast was held in Bondi Beach Sydney, with key support from the community and celebrities including Mark Butler (Federal Minister for Mental Health), Dom Purcell (Prison Break), Matt Day (actor), Sarah Wilson (former Master Chef host), Garth Wood (Contender boxer), Ben Ross (Rabbitoh NRL) and Hugh Jackman (actor).
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The result is a seamless online experience that has significantly increased the weekly sales of handset and plans online. The site attracts over 75,000 unique visitors a week and performs at an exponentially lifted conversion rates.
