Dare Iced Coffee has committed to raise awareness of mental-health issues through a three-year partnership with Australian suicide prevention charity R U OK?
As part of the partnership, more than 5 million Dare 500ml core packs will feature the R U OK? message on the label leading up to R U OK? Day on September 10.
“We hope that we will be able to encourage more people to start meaningful conversations with their mates and family,” said Kathy Karabatsas, MD at Lion Dairy & Drinks.
“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,” she said.
Karabatsas says a four-step guide to starting a conversation from R U OK? will be featured on two sides of the pack.
“This new partnership will enable us to reach even more Australians in the lead up to our national day of action and beyond,” said Katherine Newton, CEO at R U OK?. “This year has been a challenging year for many, making it even more relevant for us to stay connected and, for those who are willing and able, offer support to those around us.”
Besides featuring R U OK? message on its packs, Dare will also provide support for the cause across social media, online videos and sponsorships with football clubs including St Kilda.
Last week, Nestle’s KitKat teamed with R U OK? to launch limited edition wrappers featuring R U OK?’s label and a tagline – A conversation could change a life – as part of the brand’s effort to support and inspire people to connect and help those who might be struggling.
The Dare x R U OK? products will be available from August 17 until mid-September at all supermarkets and convenience stores in all states.