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Virgin Mobile has partnered with R U OK?, signing on as the organisation’s ‘Conversation Partner’ as part of its “making mobile better” commitment. The telco will offer its customers free

calls to their mates within Australia on R U OK? Day on September 11 as the telco aims to encourage its customers to check in with as many of their friends and families and “rediscover the

power of conversation”. Virgin Mobile will run an integrated campaign to promote the free calls, with the campaign running across outdoor, digital, mobile executions, commuter press and

radio, with Virgin Group founder Sir Richard Branson backing the campaign. https://www.youtube.com/watch?v=SlDWM-4QKS8&feature=youtu.be ADVERTISEMENT Nicole Bardsley, Virgin Mobile

director of brand and Communications said: “These days, we have a tendency to send a quick text or post to someone’s Facebook wall instead of picking up the phone. And while social media is

amazing at facilitating regular contact with the people in our lives, the nature of the medium can sometimes get in the way of having powerful and in depth conversations, which can be so

important to our relationships. “By joining forces with R U OK? and offering free calls to mates within Oz for our customers on 11 September, we aim to further our pledge to make mobile

better. R U OK? see conversations as a way to make positive change in people’s lives and Virgin Mobile see the mobile as a force for good to facilitate this. We hope this initiative will

highlight the power of conversation and encourage even more people to have conversations which count.” As part of the partnership, Virgin Mobile has provided investment for the R U OK?

website. The campaign is part of the telco’s commitment to “Making mobile better”, which saw the telco launch a campaign fronted by Glee’s Jane Lynch as it seeks to transform anti social

phone behaviour into a “force for good”.