R U OK?
R U OK? is an Australian nonprofit charity promoting suicide prevention through everyday conversation. It distributes free resources, runs the annual R U OK?Day campaign and mobile Conversation Convoy, and engages workplaces, schools, and communities nationwide.
- Company typePrivate
- Founded2009
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What R U OK? does
R U OK? is an Australian nonprofit charity and public-health promotion organization focused on suicide prevention through encouraging everyday conversations about mental wellbeing. The organization promotes a four-step conversation framework — Ask, Listen, Encourage Action, Check In — as a community-level intervention tool, and distributes free educational resources through its website to workplaces, schools, community groups, and individuals across Australia. Its flagship initiatives include the annual R U OK?Day national awareness campaign, the Conversation Convoy mobile outreach unit that travels to regional and remote communities (with Western Australia added in 2026), a Community Ambassadors program, and a Workplace Champions employer-engagement program.
The product surface is intentionally low-tech: a content-led website (instrumented with Google Analytics), a Funraisin-powered donation platform, a BigCommerce merchandise storefront, and downloadable toolkits rather than any proprietary software or AI-driven platform. Specialized resource suites extend the addressable audience into multicultural communities (16+ languages), First Nations Australians (Stronger Together campaign), LGBTIQ+ communities, youth (via ING Australia's Connecting Young Australians partnership), and natural-disaster contexts (Mateship Manual). The Conversation Convoy and Workplace Champions networks (anchored by partners such as QBE) provide physical and institutional distribution into regions and employers that digital campaigns alone cannot reach.
R U OK? Limited (ACN 138 676 829) operates as a company limited by guarantee with Deductible Gift Recipient status, headquartered in Sydney under CEO Katherine Newton. Revenue is generated from individual donations processed via Funraisin, corporate partnerships (QBE, ING Australia, WPP, Connor, and others), merchandise sales through BigCommerce, community fundraising events, and bequests formalized through the Yellow Hearts Society in partnership with Safewill. As a registered health-promotion charity, it competes for public attention, donor dollars, and workplace-engagement budgets rather than for commercial market share, and its growth is constrained by fundraising effectiveness and partner retention rather than by traditional product-market dynamics.
R U OK? firmographics
Firmographics- Name
- R U OK?
- Legal name
- R U OK? Limited
- Website
- https://ruok.org.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- R U OK? is an Australian nonprofit charity promoting suicide prevention through everyday conversation. It distributes free resources, runs the annual R U OK?Day campaign and mobile Conversation Convoy, and engages workplaces, schools, and communities nationwide.
- Ownership category
- akta.pro rank
R U OK? industry classification
Industry- Product category
- Suicide Prevention & Mental Health Promotion Services
- NAICS
- Individual and Family Services (6241)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Public Health Communications, Risk Communication & Community Engagement (HLAJAMAH)
- akta.pro secondary industry
- International & Local Implementing NGOs (HLAJAKAD)
Keywords
Where R U OK? is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
R U OK? business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Fundraising: Individual donations processed through the website, fundraising events organized by supporters (fun runs, marathons, morning teas, sausage sizzles, bake offs, treks), and corporate fundraising partnerships.
- Merchandise Sales: Online merchandise store (store.ruok.org.au) selling branded items including posters, conversation guides, and promotional materials. Physical copies of resources like the Mateship Manual available for order. Shipping limited to Australian addresses.
- Gifts in Wills (Bequests): Legacy giving program through Yellow Hearts Society, allowing supporters to include R U OK? in their Will. Partnership with Safewill for online will-writing services. Three gift types: Percentage Gift, Residual Gift, Lump Sum.
- Corporate Partnerships and Sponsorship: Major Partner, Conversation Partner, Workplace Partner, and other corporate sponsorship arrangements providing significant financial support for programs like the Conversation Convoy and Workplace Champions initiative.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One time download or order | Free Resources - Core educational materials available at no cost |
| One time/ perpetual license | Pay-as-you-go | Merchandise Store - Branded items for purchase |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels12 records
R U OK? product offering
Product offeringCore offering
R U OK? is an Australian suicide prevention charity that delivers free conversation-based resources, education and community outreach programs to encourage everyday Australians to meaningfully connect with people who may be struggling. Its core offerings include the four-step conversation framework (Ask, Listen, Encourage Action, Check In), downloadable guides and posters, the annual R U OK?Day National Day of Action, and the Conversation Convoy mobile outreach program traveling to regional communities.
Differentiator
Problem solved
Functional benefit
Products and services
- R U OK?Day (National Day of Action)
Quantifiable outcome
- 70% of young Australians aged 12-25 are willing to engage in meaningful conversations with close friends when someone is struggling (Connecting Young Australians 2022 research)
- +2 more outcomes
Companies that use R U OK?
Customer profileNamed customers7 records
Ideal customer profiles7 records
R U OK? technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
R U OK? partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- Connor (Connor Connect)coreConnor (Connor Connect) is a Principal Partner supporting R U OK? activities and programs.
- Anytime Fitness AustraliasupportingAnytime Fitness Australia is a Wellbeing Partner supporting R U OK?'s mission to promote mental health and connection in communities.
- KitKat AustraliasupportingKitKat is a Chit-Chat Partner supporting R U OK?Conversation Convoy activities and encouraging conversations during community events.
- Nescafe AustraliasupportingNescafe is a Cuppa Partner supporting the Conversation Convoy community BBQ activities.
- Audi FoundationsupportingAudi Foundation supports the R U OK? Conversation Convoy On Road activities.
- CareSupersupportingCareSuper is a Campaign Partner supporting R U OK? awareness campaigns.
- Industree (Workmate)supportingIndustree (Workmate) is a Workmate Partner supporting workplace initiatives.
- WPPsupportingWPP is a partner supporting R U OK? programs and activities.
- QBE InsurancecoreQBE is a Workplace Partner supporting the Workplace Champions program and resources development.
- SafewillsupportingSafewill is an online will-writing platform partner enabling R U OK? supporters to write valid wills and leave gifts to the organization. Partnership provides information and links on the Gifts in Wills page.
- Black Dog InstitutesupportingListed as a mental health training provider on the Find Help page, offering programs designed for all roles in workplaces to improve mental health at individual, team, and organizational levels.
- LivingWorkssupportingListed as a mental health training provider offering training that helps people recognise invitations for help and give the gift of life through proven intervention methods.
- Mental Health First AidsupportingListed as a mental health training provider offering courses that teach practical first aid skills for helping family, friends, co-workers or others experiencing mental health problems.
- YouthInsightsupportingResearch partner that conducted the 'Connecting Young Australians' study commissioned by R U OK? in 2022, examining attitudes towards mental health and barriers to providing support among young people.
- University of South Australia (Mental Health and Suicide Prevention Research Group)supportingCollaborated with R U OK? to develop the Mateship Manual to Support Those Affected by a Natural Disaster or Emergency, using trauma-informed thinking and combining lived experience perspectives with clinical and research expertise.
- LGBTIQ+ Health AustraliasupportingConsulted by R U OK? in developing the LGBTIQ+ Conversation Guide to ensure appropriate and effective resources for lesbian, gay, bisexual, trans/transgender, intersex, and queer communities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
R U OK? competitors and assessment
Company assessmentRegional players
- Campaign Against Living Miserably (CALM): UK-based suicide prevention charity running a national helpline and awareness campaigns targeting men. Comparable mission and brand-led awareness GTM, but operates in the UK market.
- American Foundation for Suicide Prevention: Largest US nonprofit dedicated to suicide prevention through research, education, advocacy, and loss support. Comparable mission and program architecture (Out of the Darkness walks, workplace programs, community education) but operates in the US market.
- Mental Health Foundation (UK): UK-based public mental health charity focused on prevention, awareness, and community engagement. Comparable mission and GTM (public health communications, workplace programs, community outreach) but operates in a different geography.
Direct peers
- Beyond Blue: Australia's largest mental health charity providing information, support, and clinical referral services for depression, anxiety, and suicide prevention. Directly comparable as a national Australian public health promotion nonprofit with corporate partnerships and public awareness campaigns targeting the same population.
- Headspace: Australia's National Youth Mental Health Foundation providing early intervention mental health services to 12-25 year-olds. Closely comparable given R U OK?'s #FriendBetter youth focus (12-25) and workplace support model, though Headspace operates clinical service centers while R U OK? focuses on conversation skills.
- Movember Foundation: Australian-founded global men's health charity running annual awareness campaigns (Movember) and funding mental health and suicide prevention programs. Comparable in GTM motion: nationally branded awareness day, corporate partnerships, community fundraising, and direct-to-consumer engagement.
- Lifeline Australia: National charity providing 24/7 crisis support and suicide prevention services across Australia. Comparable as a peer Australian suicide prevention organization with national reach, government and corporate funding, and volunteer-driven delivery model.
- Mental Health First Aid Australia: Australian nonprofit providing evidence-based mental health first aid training, listed by R U OK? as a training partner. Comparable as a peer Australian mental health organization with workplace programs, training, and corporate partnerships, though with a more clinical-training orientation.
- SANE Australia: Australian mental health charity providing information, peer support, and advocacy for people affected by complex mental health issues including suicide. Comparable as a peer awareness and support charity with similar community-led engagement and resource distribution model.
- Black Dog Institute: Australian medical research institute focused on mental health and suicide prevention, listed by R U OK? as a mental health training partner. Comparable as an Australian mental health organization providing workplace training and resources, with deeper clinical/research capability complementing R U OK?'s awareness mission.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
R U OK? social profiles
Digital presenceR U OK? financial estimates
Financial estimateRevenue estimate
Valuation estimate
R U OK? leadership team
Management profileNumber of profiles
Profiles1 record
R U OK? funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
R U OK? M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about R U OK?
What does R U OK? do?
R U OK? is an Australian suicide prevention charity that delivers free conversation-based resources, education and community outreach programs to encourage everyday Australians to meaningfully connect with people who may be struggling. Its core offerings include the four-step conversation framework (Ask, Listen, Encourage Action, Check In), downloadable guides and posters, the annual R U OK?Day National Day of Action, and the Conversation Convoy mobile outreach program traveling to regional communities.
Is R U OK? a public or private company?
R U OK? is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was R U OK? founded?
R U OK? was founded in 2009. It employs 11 to 50 people.
Where is R U OK? based?
R U OK? is headquartered in Sydney, Australia, in the Oceania region.
How does R U OK? make money?
Four revenue lines are on record. Donations and Fundraising is the primary driver. The others are merchandise Sales, gifts in Wills (Bequests) and corporate Partnerships and Sponsorship.
Who are R U OK?'s main competitors?
Regional players on record are Campaign Against Living Miserably (CALM), American Foundation for Suicide Prevention and Mental Health Foundation (UK). Direct peers are Beyond Blue, Headspace, Movember Foundation, Lifeline Australia, Mental Health First Aid Australia, SANE Australia and Black Dog Institute.
Does R U OK? have an API?
No public API is recorded for R U OK?.
What industry is R U OK? in?
R U OK?'s product category is Suicide Prevention & Mental Health Promotion Services. Its primary akta.pro industry code is HLAJAMAH, Public Health Communications, Risk Communication & Community Engagement, with a secondary code of HLAJAKAD, International & Local Implementing NGOs. Its NAICS code is 6241 and its SIC code is 8300.