Beris Zanetich

Senior Creative/Copywriter

Beris Zanetich

RUOK? – RUOK? @ Law

As a lawyer, admitting you’re stressed and not really coping can be career suicide, for starters. So suicide prevention charity RUOK? came to us to create in-office posters, take-ones and emails that encouraged lawyers to recognise this reluctance, look beyond their colleagues' stoic facades, and initiate supportive conversations that could potentially save someone’s life.

But if the message was to be taken seriously, we had to show that we understood the complexities of the context. So we presented our messaging in a format unique to the legal profession: As tiny, hard to read terms & conditions hidden uninvitingly at the bottom of the page.

BTW – this is the original copy for the fineprint:
Most people would miss it. But you, as a member of the legal profession, have the skills to see behind a brave façade. So if you sense a colleague is struggling, chances are you’re right. Don’t ignore the warning signs. Instead, help them by inviting a conversation and listening without judgement. For hints on how to start, go to

  • For OgilvyOne

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