R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life.
R U OK? focuses on building the motivation, confidence, and skills of the help-giver—the person who can have a meaningful conversation with someone who is struggling with life. R U OK? encourage four steps to have a meaningful conversation:
1. Ask R U OK?
2. Listen
3. Encourage action
4. Check in
R U OK? have a host of free resources to help you ask, ‘are you OK?’ and lend support to the people in your world every day of the year. Because when we genuinely ask, ‘are you OK?’, and are prepared to talk to them about how they’re feeling and what’s going on in their life, we can help someone who might be struggling to feel connected and supported long before they’re in crisis.
The annual R U OK? Day campaign is their National Day of Action, where people are reminded that every day is the day to start a meaningful conversation that could change a life.
To assess their impact and gauge progress towards their goal of behavioural change, R U OK? sought to evaluate the effectiveness of their campaign messaging, ambassadors, and public discourse in their communities. Additionally, they wanted to understand the main narrative in these communities to shape their future campaign themes and strategies.
Our approach
Through a number of different datasets, Isentia provided the organisation with comprehensive insight into its campaign messaging as well as the volume and quality of media reporting on R U OK? This valuable information was obtained through Isentia’s Media Analysis reports shedding light on common themes, trends, and messages associated with R U OK? through media coverage.
“We know Isentia are trusted friends. We know we can come to the team with any ideas or queries and be provided with a great solution. Our long term partnership has allowed us to go on this journey together, seeing such change in the Australian landscape for health and suicide prevention.
Isentia’s reports have helped us (and continue to) understand the impact of our coverage and the reach of our campaign messaging, and that every day is the day to ask, are you OK?”
Katherine Newton, R U OK? CEO
The analysis revealed the following:
– Message penetration in the media
– Impact of ambassadors and spokespeople
– Campaign effectiveness in raising awareness and encouraging meaningful conversations
– Measurement of media coverage quality and tone for R U OK?
– Insights into community, workplace and school engagement with R U OK? and the types of positively received content.
Outcome
Isentia’s support to R U OK? has helped them measure their campaign impact consistently over time.
Our analysis quantified the success of R U OK? in reducing negative portrayals of suicide and stigma in the media and R U OK? events. With an impressive 87% national brand awareness and a 25% participation rate, it highlights the positive and supportive behaviour that emerges when individuals actively engage in these conversations.
Media coverage, including increased editorial attention, has effectively promoted R U OK?, raising awareness and fostering an important culture around meaningful conversations.
The organisation’s brand mentions, advertising space rate (ASR), and cumulative audience figures have consistently increased each year, also indicating the successful penetration of their messages. The most prominent messages, in terms of volume, emphasise that R U OK? builds awareness of suicide and mental health issues, while the annual campaign day helps to build community capacity to have meaningful conversations with the people in their world.
What our analysis showed
Our analysis demonstrates the positive changes in the Australian landscape regarding health and suicide prevention. People are more engaged, have a better understanding of their role in suicide prevention, and desire deeper connections. This means genuinely asking, ‘are you OK?’, and knowing how to connect with and support others when they express they are not okay.
Isentia’s data and analysis not only fulfilled their objectives but exceeded their expectations. The reports provided are invaluable, so much so that we are their sole earned media insights provider.
These Media Analysis reports helped the organisation understand the impact of their messaging on their audience. They learned what worked and what didn’t, providing insight for future messaging and their content development strategy. These reports have also served as a valuable tool for reporting to the R U OK? board of directors, funding partners, and government. Providing concrete evidence of the organisation’s campaign impact in the media and success in stimulating community action for suicide prevention.
“Isentia’s Media Analysis reports help us look at the narratives to see where people are at and where we can take them next.”
For more information on how Isentia’s data and insights can help your organisation, simply fill out the form below.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The Your Right to Know Campaign was established in response to deteriorating media freedom. It prompted an unprecedented collaboration between competitors including Nine, News Corp, the ABC, SBS, The Guardian and journalists’ union in the Media, Entertainment and Arts Alliance. All in an effort to call for reforms to protect public interest from Australia.
Politicians dominate the discussion
On Monday 21 October, Australian media organisations blacked-out text on print newspapers, instead of showing front-page headlines. The first bold statement instigated by campaign members. As a result, it created a lot of chatter in the media - mentions spiked at 3,042 across across social and traditional media.
Data analysed by Isentia, shows in the week October 21 to October 25 2019 there were a total of 6,242 mentions of "press freedom."
While it was the media who started the campaign on Monday, through the week politicians had 60% share of voice on the topic. Prominent journalists followed with 22.8% and CEOs of media organisations 15.3%.
Groups leading the conversations. Key term used ‘Press Freedom’ 21 - 25 October 2019
Top spokespeople
Despite journalists and media organisations instigating the campaign, politicians dominated the conversations. The top spokespeople discussing the topic for the week period were:
1.Scott Morrison, Australian Prime Minister - 95 mentions
2.Anthony Albanese, Federal Opposition Leader - 38 mentions
3. Barnaby Joyce, Nationals MP - 33 mentions
4.Hugh Marks, CEO Nine Entertainment - 33 mentions
Dominating the discussions, politicians generated negative sentiment around “press freedom”.
Sentiment of the keyword “press freedom” in the media from 21-25 October
Background
Over the past two decades, 75 laws related to secrecy and spying have been passed through parliament. These laws criminalise some practices within journalism and penalise whistleblowers. Government wrongdoings could be hidden and important decisions regarding public information may be concealed. As a result, Australia has been described by the New York Times as the world’s most secretive democracy.
Media organisations are taking action with the ‘Your Right to Know’ campaign. They’re determined to change the government's approach to media freedom so they can provide Australians with essential information. They’re pressing for the introduction of a Media Freedom Act, which they say would be advantageous for national security, press freedom and democracy, and ensure legitimate journalism is not subject to criminal charges.
If you would like to receive unparalleled media insight or to better understand trends in the media, get in touch with us today.
"
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Blog
Your Right to Know: Who is leading the Media Freedom conversation?
The Your Right to Know Campaign was established in response to deteriorating media freedom. It’s prompted an unprecedented collaboration between competitors. All in an effort to call for reforms to protect public interest from Australia.
Likes, shares, comments and retweets. These social media metrics are often used by marketers to measure the performance of their campaigns or contents. However, this is just the tip of an iceberg. In this whitepaper, Isentia reveals why.
"
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Whitepaper
The social numbers
Likes, shares, comments and retweets. These social media metrics are often used by marketers to measure the performance of their campaigns or contents. However, this is just the tip of an iceberg.
A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 15th - 21st October, highlighting what’s shaping the election conversation.
1. Election Conversation
10,572
total mentions this week
2,842 media7,730 social
Media = news coverage. Social = all public posts across X, Facebook, Instagram, TikTok and Threads - everyone posting, not just media outlets.
2. Media Issue of the Week
Opportunity Party Puts the Kingmaker Question at the Centre of the Campaign
Opportunity (TOP)271 media items · 325 social posts
The Opportunity Party, led by Qiulae Wong, was the most covered new story in the news this week. It polled 8% in the 1News Verian poll on 13 October and 5.4% in the Post/Freshwater poll on 19 October, just above the 5% needed to enter Parliament. With National and Labour close together, outlets described it as a possible kingmaker. Christopher Luxon ruled out working with the party at the Herald leaders' debate, then told West Coast voters he would work with "whoever I have to", and campaign chair Simeon Brown ruled it out again. David Seymour said ACT would consider a four-party arrangement that includes Opportunity. Later in the week the focus turned to the party itself, with former board members describing internal problems and Wong saying the party's rules need another look.
News outlets ran 271 items on the party or the kingmaker question in the headline or summary (9.5% of the 2,842 election items), and it was mentioned somewhere in 724 (25.5%). Coverage was highest on 15 October, after Luxon's West Coast comments, Brown's response and Seymour's remarks, and again on 20 and 21 October, with new poll results, the former board members' claims and Wong's comments on coalition deals.
It matters because it affects who can form a government. The Post projected that Opportunity's seven MPs could give either a Labour-led bloc a narrow 61-seat majority or a National-led bloc 66 seats, so every party has had to say whether it would work with Opportunity. On social media it was a smaller conversation, with 325 posts (4.2%), and those posts were less negative than average (44.4% negative against 53.0% overall). The story is about coalition options rather than a policy position, so it is not linked to a party issue below.
3. What's happening across media and social?
2,842 media items · 7,730 social items · share of each channel's own conversation, so the two bars are directly comparable
"Social" is all public posts across X, Facebook, Instagram, TikTok and Threads - not just media organisations' own accounts.
MediaSocial
Issues
Cost of Living
Media
13.9%
Social
18%
Law & Order
Media
9.1%
Social
22.1%
Economy & Jobs
Media
16.5%
Social
12.5%
Health
Media
11.8%
Social
11.9%
Infrastructure & Transport
Media
10.1%
Social
4.1%
Parties
National
Media
25.8%
Social
21%
Labour
Media
23.5%
Social
17.8%
NZ First
Media
12.7%
Social
19.6%
Greens
Media
13.7%
Social
18.2%
ACT
Media
9.9%
Social
14.1%
Most frequent bylines and presenters: The most frequent bylines and presenters this week were Sean Plunket (The Platform), Ryan Bridge (Three), Henry Cooke (Waikato Times) and John MacDonald (Newstalk ZB).
Widest-reach accounts: The accounts with the widest reach among election posts were news outlets: the New Zealand Herald, 1News, Radio Tarana, RNZ and Stuff, along with the New Zealand Labour Party account. Party leaders' own accounts posted often but have smaller followings.
Law and order made up 22.1% of the issues discussed on social media but 9.1% in the news, about 2.4 times as much. Part of the gap is the continuing reaction to the Greens' and Te Pāti Māori's visit to a Mongrel Mob event, last week's Media Issue of the Week: 137 of the 791 law and order posts mention it. Across all social posts the visit came up in 291 (3.8%), 70.5% of them negative, and in 257 news items (9.0%).
The Opportunity Party shows the gap the other way round. It was in the headline or summary of 9.5% of news items but only 4.2% of social posts, about 2.3 times as much attention in the news. Among the parties, NZ First, the Greens and ACT had a bigger share of social mentions than news mentions (NZ First 19.6% against 12.7%, Greens 18.2% against 13.7%, ACT 14.1% against 9.9%), while National and Labour had a bigger share in the news (National 25.8% against 21.0%, Labour 23.5% against 17.8%).
4. Party Share of Conversation
1. National23.2%
2. Labour20.4%
3. NZ First16.5%
4. Greens16.2%
5. ACT12.2%
6. Te Pāti Māori6.5%
7. Opportunity (TOP)5%
Shown for seven parties, including Te Pāti Māori and the Opportunity Party (TOP), which is this week's Media Issue of the Week. Shares add up to 100% of the seven shown. Share of conversation measures attention, not polling, and is not a sign of electoral success.
5. Top candidates this week
1. Christopher Luxon1,614
2. Chris Hipkins1,611
3. Winston Peters1,133
4. David Seymour840
5. Chloe Swarbrick412
Christopher Luxon (1,614 mentions) and Chris Hipkins (1,611) were level at the top. Both were at the centre of the final leaders' debate on 20 October and the questions about working with Opportunity, and each party announced new policy during the week.
Winston Peters (1,133) was third and was mentioned far more on social media (726) than in the news (407). The most shared posts about him covered his comments on diversity, his message to David Seymour on strategic voting and his public meetings. David Seymour (840) drew attention for saying ACT could work with Opportunity.
Chloe Swarbrick (412) was in the news more than on social media (227 against 185), with coverage of the Greens' plan to reverse public service cuts and the Mongrel Mob visit. Mentions measure how much someone is being talked about, not how they are polling.
6. Election Issues
Top 4 themes this week
Cost of Living1,621
Economy & Jobs1,605
Law & Order1,430
Health1,252
What's driving conversation about each party?
Each party's top issues this week in social conversation, ranked by how much they were discussed
National
1Health
2Jobs
3Cost of living
Labour
1Health
2Education
3Cost of living
Greens
1Cost of living
2Law and order
3Training wage
ACT
1GP access
2Cost of living
Issues are ranked from social posts. Counts are not shown because the numbers for a single party and issue are small.
7. Issues to Watch
The coalition question around the Opportunity Party is likely to stay in the news until election day. Luxon has given two different answers on working with the party, and polls this month have put it between 4.8% and 8%, so a small shift in support could change which parties can form a government. The party's internal problems are also now in the spotlight.
Voter enrolment is becoming a political issue ahead of the 25 October deadline. New rules mean people cannot enrol at the polling booth, and 112 news items this week covered enrolment or the electoral roll, many focused on young and first-time voters. The number enrolled when the roll closes will show whether these concerns made a difference.
Social conversation leaned negative this week: 53.0% of posts with a clear tone were negative, 32.6% neutral and 14.4% positive. Cost of living is a top issue for four parties (National, Labour, Greens and ACT). Health is a top issue for two parties (National and Labour). Issues that matter to several parties are the ones most likely to keep shaping the campaign.
If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.
"
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Blog
NZ Election 2026: TOP as Kingmaker, Law & Order Surge on Social, and Minor Parties Gaining Ground
Analysis of the latest NZ Election 2026 media tracker: The Opportunity Party’s kingmaker potential, Law & Order social trends, and minor party momentum.
A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 8th - 15th October, highlighting what’s shaping the election conversation.
1. Election Conversation
18,417
total mentions this week
4,479 media13,938 social
Media = news coverage. Social = all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - everyone posting, not just media outlets.
2. Media Issue of the Week
Green and Te Pāti Māori MPs Draw Criticism Over Meeting With Mongrel Mob Members
Greens / Te Pāti Māori112 media items · 116 social posts
Candidates and sitting MPs from the Green Party and Te Pāti Māori attended a meeting with Mongrel Mob members at a gang address. When photographs from the meeting were shared on social media, the response from commentators and rival parties was swift and largely critical.
This was not the week's highest-volume story, accounting for only 112 of 4,479 media items (2.5%, after filtering out unrelated international content) and 116 of 13,938 unique social posts (0.8%, after collapsing retweet/repost duplicates down to one count per message), well below the volume generated by ongoing leaders' debate coverage, which totalled 1,125 media items. Two independent methods nonetheless support treating it as a genuine, separable story: an exact keyword count aligns closely with an unsupervised clustering analysis of the entire media population, which identified it as a distinct 47-item cluster - smaller than general campaign coverage and several specific policy announcements, but clearly distinguishable from them. What sets the story apart is the intensity of the reaction rather than its scale: 72% of social commentary on the topic was negative, the most one-sided sentiment recorded for any subject this week, and the average post attracted roughly 5.7 times the typical level of engagement. Taken together, these figures point to a genuine public reaction concentrated on social platforms, and the episode provides National and ACT with a law-and-order narrative that may continue into coming weeks. It has not been linked to a tracked party policy below, as it reflects a matter of conduct rather than a policy position.
3. What's happening across media and social?
4,479 media items · 13,938 social items · share of each channel's own conversation, so the two bars are directly comparable
"Social" is all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - not just media organisations' own accounts.
MediaSocial
Issues
Cost of Living
Media
15.8%
Social
22.7%
Economy & Jobs
Media
19.4%
Social
17.5%
Health
Media
11.7%
Social
9.9%
Infrastructure & Transport
Media
11.4%
Social
5.2%
Law & Order
Media
5.3%
Social
10.6%
Parties
National
Media
30.9%
Social
27.5%
Labour
Media
25.3%
Social
21.6%
NZ First
Media
14.7%
Social
21.5%
Greens
Media
14.1%
Social
20.4%
ACT
Media
6.8%
Social
6.4%
The most active commentary this week came from Sean Plunket, the Chris Chang and Tova O'Brien pairing, and John MacDonald.
By follower reach, the most prominent social accounts posting about the election this week were major outlets' own accounts - the New Zealand Herald, 1News, RNZ, Stuff and Radio Tarana - alongside the official Labour Party account. Individual leaders' personal accounts posted actively but with smaller followings than these outlet and party accounts.
The Greens continue to receive disproportionately greater attention on social media relative to traditional news coverage, accounting for 20.4% of social party conversation compared with 14.1% in media coverage - roughly 1.4 times the media share.
Law and order shows a similarly pronounced gap between channels this week, accounting for 10.6% of social conversation compared with 5.3% in the news. This is consistent with the public reaction to the Mongrel Mob meeting, which appears to have generated considerably sharper engagement on social platforms than mainstream coverage volume alone would suggest.
4. Party Share of Conversation
1. National33.1%
2. Labour26.6%
3. NZ First20.6%
4. Greens19.7%
Shown for the four largest parliamentary parties (National, Labour, Greens, NZ First); ACT, Te Pāti Māori and TOP are tracked elsewhere in this report but not included in this chart, so these shares sum to 100% of the four shown, not of all tracked parties. Share of conversation measures attention and mentions only - it is not polling and should not be read as an indication of electoral success.
5. Top candidates this week
1. Winston Peters1,931
2. Christopher Luxon1,631
3. Chris Hipkins1,466
4. David Seymour916
5. Chloe Swarbrick561
Winston Peters leads the rankings this week, a shift driven primarily by a widely circulated moment in the minor-party leaders' debate in which he described diversity as "a weakness rather than a strength" while delivering a pointed critique of the left-leaning bloc. Christopher Luxon and Chris Hipkins follow closely behind as the campaign moves into its final weeks, while David Seymour and Chloe Swarbrick complete the top five, each drawing attention largely through their parties' own policy announcements this week.
6. Election Issues
Top 4 themes this week
Economy & Jobs3,014
Cost of Living2,901
Health1,789
Infrastructure & Transport1,508
What's driving conversation about each party?
Each major party's top-ranked issues this week, by real topic volume in their social conversation (after excluding other parties' names, individual people, and procedural or horse-race chatter), with how that conversation leaned
NegativeNeutralPositive
National
Cost of living · 86 items
Neg 46.5%Neu 31.4%Pos 22.1%
Tax reform · 34 items
Neg 44.1%Neu 52.9%Pos 2.9%
Fiscal plan · 42 items
Neg 38.1%Neu 57.1%Pos 4.8%
Labour
Cost of living · 88 items
Neg 30.7%Neu 36.4%Pos 33%
Fiscal plan · 47 items
Neg 55.3%Neu 34%Pos 10.6%
Economy · 70 items
Neg 34.3%Neu 48.6%Pos 17.1%
Greens
Wealth tax · 41 items
Neg 53.7%Neu 34.1%Pos 12.2%
Cost of living · 43 items
Neg 27.9%Neu 41.9%Pos 30.2%
Jobs · 112 items
Neg 34.8%Neu 33.9%Pos 31.2%
ACT
Fiscal plan · 24 items
Neg 50%Neu 37.5%Pos 12.5%
Volume and sentiment above are based on social media data only.
7. Issues to Watch
The meeting between Green and Te Pāti Māori representatives and Mongrel Mob members represents a reputational risk for both parties heading into the final weeks of the campaign. Whether National and ACT are able to sustain this as a law-and-order narrative through to the 7 November election is worth monitoring closely.
Labour's fiscal plan issue recorded the most negative social sentiment of any tracked policy this week, at 55.3% negative, followed by Greens' wealth tax at 53.7% and ACT's fiscal plan at 50.0%. All three touch on tax, spending or fiscal policy specifically, suggesting the fiscal debate is where social sentiment is running most negative across the board this week, rather than any one party facing an isolated problem.
Social media discussion of the Greens continues to centre on polling performance and tactical voting considerations rather than policy substance. Coalition and tactical-voting framing accounts for 12.7% of their social conversation this week, compared with just 2.2% focused specifically on their wealth tax proposal - a pattern that has now held for three consecutive weeks. Whether that balance shifts as the campaign enters its final stretch would be worth tracking.
If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.
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Blog
NZ Election 2026: Mongrel Mob Controversy, Fiscal Policy and Greens on social media
Explore New Zealand’s 2026 election conversation, from the Mongrel Mob meeting controversy and law and order to reactions to Labour’s capital gains tax.
