Australian Psychological Society unveils first national campaign
The Australian Psychological Society, a representative body for psychologists in Australia, has launched its first national campaign to show Australians they never have to walk through life alone.
The ad is told through the eyes of someone as they journey from childhood to adulthood, showcasing life’s highs and lows from their perspective. Much of the focus is looking down, as the ad’s protagonist watches their feet as they ‘walk through life’.
APS’ ‘Believe in Change’ campaign talks about walking as “a symbol of change” and reminds Australians that no journey has to be “walked alone”.
Adam Ferrier, consumer psychologist at Cummins&Partners said the campaign takes on the “universal truth” of psychologists “helping people get from where they are to where they want to be”.
“We’ve taken this universal truth and expressed it as ‘Believe in Change’. That is, psychologists are the people to see when you want to change something about your life,” Ferrier said.
Tom Martin, executive creative director at Cummins&Partners added the ‘Believe in Change’ campaign will roll out in two ways.
“Firstly, a series of films that talk to the circle of life and how psychologists can help with change,” Martin said.
“The other way it will come to life is ‘Believe in Change Productions’…but more on that later.”
“We needed an idea that would both unify all psychologists and help the public understand the benefits psychologist can bring to all our lives,” said Pat Freeland-Small, MAPS, head of marketing, communications and events at the APS.
“We are extremely pleased with the results of the work, it’s been extremely well received by our members and trust it resonates with the public as well.”
Cummins&Partners was also behind the media plan, which focuses on environments which can effectively raise issues of psychology.
Sharni Ames, media director at Cummins&Partners said the agency wanted APS psychologists to be in environments where content can leave consumers “unsettled, or even dissatisfied,” where people are “questioning if change is possible”.
Credits
- Client: Australian Psychological Society
- Creative Agency: Cummins&Partners
- Media Agency: Cummins&Partners
- Production Company: The Sweet Shop
- Director: Dylan Pharazyn
- Executive Producer: Edward Pontifex
- Managing partner: Wilf Sweetland
- Producer: Allison Lockwood
- Cinematographer: Geoffrey Simpson
- Art Director: Tom Churchill Brown
- Wardrobe: Louise Spargo
- Post Production House: The Butchery/The Refinery
- Post Producer: Amelia Bromley
- Editor: Rohan Zerna
- Colourist: Andrew Clarkson
- Online: Drew Downes
- Sound/Music: Nylon
topics
ad
Adam Ferrier
Advertising
APS
Australian Psychological Society
Believe in Change
Campaign
cummins&partners
Pat Freeland-Small
Sharni Ames
Tom Martin
Love this – what a great and powerful use of creativity – well done psychology.
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As nice as the message is in the ad, is anyone uncomfortable with all the metaphoric and literal images of “walking” and “shoes” when there is a substantial group of people in Australia who walk very little or don’t walk at all (e.g., people in wheelchairs)? The repeated images of feet and walking might say to people who don’t walk that the APS really doesn’t understand them. People who don’t walk are excluded from lots of things: excluded from physical access to places, excluded from consideration for jobs, and now, it appears, excluded from representation in an organisation that should be inclusive of all Australians (not even a brief image of looking down at feet in a wheelchair rolling along a path).
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