9. DARE X RUOK?
Client:
Dare X RUOK
Agency:
AJF Partnership
Senior Art Director:
Lauren Doolan
Senior Copywriter:
Melanie Stephens
Creative Director:
George Freckleton
Executive Creative Director:
Josh Stevens
Photography and artwork:
Drew Smith
Dare Iced Coffee has announced a three-year partnership with Australian suicide prevention charity R U OK? to encourage Dare drinkers to provide support to mates and loved ones who may be doing it tough.
Dare has always been known for saying a ‘Dare Fix’ll Fix It’. But the truth is, a Dare fix can’t fix many of life’s challenges. But, thankfully, a conversation could.
Dare is a leading iced coffee brand in Australia, and with a brand purpose centred on mental clarity, Dare has an opportunity to truly demonstrate a genuine commitment to our purpose by raising awareness of the mental health of our consumers and their mates. This vitally important message will be featured on millions of Dare packs over coming weeks and be a powerful reminder for people to ask their mates, family and colleagues – are you OK?”
Dare would also provide support to the cause across its social, online video and high-profile sponsorships with football clubs including St Kilda. The Saints will also share RU OK? messaging across its social media platforms.
Year:
2020