Ad Nut
Mar 1, 2017

Powerful ad attempts to demystify psychology

A campaign by Cummins & Partners distills a misunderstood profession to a simple, non-threatening selling point.

Leave it to a psychologist to create Australia's first-ever ad for the profession of psychology. That's what Adam Ferrier and his colleagues at Cummins & Partners have done with a campaign for the Australian Psychological Society that launched today.

Many people would be hard-pressed to tell you what psychologists do, or to distinguish them from psychiatrists. So the campaign boils what practitioners can offer down to a simple visual treatment of walking in another's shoes, which works in perfect tandem with the campaign tagline: "We're trained to put ourselves in your shoes and help you get to where you want to be."

Ad Nut appreciates how the campaign is attacking the stigma of seeking mental-health care, but without addressing the point explicitly. A direct approach—coming right out and saying 'It's OK to see a mental-health professional'—wouldn't work because people tend to resist the idea that they need such care. But the simple idea of talking to someone who's trained to listen and work with you on your goals? That sounds a lot less threatening. Here's hoping it helps some people get the help they need. 

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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