R U OK?

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.

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

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

• Suicide prevention charity
• Mental health awareness
• Community outreach programs
• Conversation resources
• Workplace wellbeing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels12 records

Core 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

Named customers7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core and supporting.

• Connor (Connor Connect)coreStrategic or Co-development PartnerConnor (Connor Connect) is a Principal Partner supporting R U OK? activities and programs.
• Anytime Fitness AustraliasupportingStrategic or Co-development PartnerAnytime Fitness Australia is a Wellbeing Partner supporting R U OK?'s mission to promote mental health and connection in communities.
• KitKat AustraliasupportingStrategic or Co-development PartnerKitKat is a Chit-Chat Partner supporting R U OK?Conversation Convoy activities and encouraging conversations during community events.
• Nescafe AustraliasupportingStrategic or Co-development PartnerNescafe is a Cuppa Partner supporting the Conversation Convoy community BBQ activities.
• Audi FoundationsupportingStrategic or Co-development PartnerAudi Foundation supports the R U OK? Conversation Convoy On Road activities.
• CareSupersupportingStrategic or Co-development PartnerCareSuper is a Campaign Partner supporting R U OK? awareness campaigns.
• Industree (Workmate)supportingStrategic or Co-development PartnerIndustree (Workmate) is a Workmate Partner supporting workplace initiatives.
• WPPsupportingStrategic or Co-development PartnerWPP is a partner supporting R U OK? programs and activities.
• QBE InsurancecoreStrategic or Co-development PartnerQBE is a Workplace Partner supporting the Workplace Champions program and resources development.
• SafewillsupportingStrategic or Co-development PartnerSafewill 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 InstitutesupportingStrategic or Co-development PartnerListed 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.
• LivingWorkssupportingStrategic or Co-development PartnerListed 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 AidsupportingStrategic or Co-development PartnerListed 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.
• YouthInsightsupportingStrategic or Co-development PartnerResearch 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)supportingStrategic or Co-development PartnerCollaborated 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 AustraliasupportingStrategic or Co-development PartnerConsulted 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

Regional 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

• Xx.com/ruokday
• Facebookfacebook.com/ruokanyday

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about R U OK?