The awareness has meant that I've asked people about how they're going in a non-trivial sense when I otherwise would not have. I suspect RUOK is most effective

The awareness has meant that I've asked people about how they're going in a non-trivial sense when I otherwise would not have. I suspect RUOK is most effective amongst friends rather than strangers in the street, and that cookies build awareness and encourage people to ask their friends, thus having some impact.