AIPC
The call for counsellors in NSW
One in five Australians face a mental health condition each year.
Background
There is unprecedented demand for qualified counsellors in Australia. The Australian Counselling Association projects 15.1% growth in the counselling sector from 2023 to 2028. Mental health is serious, and our client trusted us to do something quite different for the category, without trivialising the issue. And it worked.
Problem
AIPC, the Australian Institute of Professional Counsellors, had two marketing challenges: to inspire people to consider counselling as a career; to encourage others to seek support when needed. The focus was New South Wales.
Solution
The creative idea ‘Let You Out,’ was born from a simple truth: many people are looking for change but are scared to take the leap of faith that turns their inner desires into external reality.
The campaign centres on both receiving and giving help, showing both sides of the counselling experience. It shows how helping others can be just as transformative as receiving support.
Year-on-year growth
NSW website traffic +116%
Impressions over 2 months
Digital, podcast, OOH
“The Let You Out campaign is the result of an outstanding collaboration between our teams and Coles & Co. Together, they’ve built a creative platform that connects deeply with our purpose and brings genuine warmth to the category.”
– Wade Johnson, Group Head of Marketing & Comms, UP Education
Find Us
259a Ponsonby Road
Ponsonby, Auckland 1011