The power of sending a simple thank you note is the cornerstone of a new creative campaign launched by DT in the lead up to R U OK? Day, which is this Thursday 10 September.
The campaign is centred around the effect of those conversations initiated by the question, “R U OK?”, the Thanks For Asking campaign encourages people to write a note of thanks to those who have helped them.
After writing the note of thanks at ruok.org.au, every single note is analysed by an algorithm created by DT that develops a unique origami shape based on the placement and number of letters in the note.
The result is thousands of unique thank you notes each with their own unique origami shape. These can be shared on social networks, via a link, or printed out and folded by hand with instructions on how to create the unique fold.
As explained by DT’s ECD, Jerker Fagerstrom: “For this year’s R U OK? campaign, we wanted to acknowledge the people who already ask that question and remind them – and others – that a caring conversation can take someone out of the darkness, into a brighter and more hopeful place.
“By creating an easy way for people to say thanks, we have empowered people to celebrate the start of something new.”
To achieve this aim, R U OK? and DT sourced authentic and heartfelt thank you notes and created a space online for everyone to write their own.
“Our aim was to do justice to each word in those notes – unique and heartfelt. For this, we found inspiration far from our shores, in a Japanese custom – the revered letter writing and folding art form of origami. Prayers and thoughts, wrapped perfectly,” Fagerstrom added.
“This was exactly what we needed. Each letter in the note defined a unique origami shape.”
Watch how the process works above.
Creative credits:
Rebecca Lewis – Campaign Director, R U OK?
Jerker Fagerstrom – Executive Creative Director
Tim Devine – Creative Director
Shiko Murai, Emma Borland, Lucy Downs, Sam Dickson & Cam Bell – Creatives
Krez Cukljek – Experience Designer
Ian Hammond – Content Lead
Chris Jerochim and Nathan Kelly – Front-end Developer
Michael Ford – Creative Technologist
