Are You Okay? The Effect of a National Peer-based Support Campaign on Mental Health

Abstract

National public health awareness campaigns that emphasize peer-to-peer support are increasingly adopted, but evidence on the effects of peer-based programs at scale remains limited. Using quasi-experimental methods, the authors examine whether the prominent nationwide “R U OK? Day” campaign affects short-term mental health outcomes in Australia. Leveraging survey and administrative data, the authors find that R U OK? Day leads to an increase of 4% of a standard deviation in self-reported mental well-being, with the effect particularly pronounced among men aged 25–49, who experience an increase of 9% of a standard deviation. The findings show no detectable effects on mental healthcare utilization, and the authors detect no statistically significant changes in suicide-related deaths in the short run, though the mortality outcomes are rare and power is limited. The results underscore that peer-based campaigns can improve mental well-being, especially for high-risk groups, and point to a distinction between short-run psychological responses and outcomes that require behavioral follow-through.

Lachlan Deer

Assistant Professor

My research interests include quantitative marketing, digital marketing and public policy.