British Association for Counselling and Psychotherapy (BACP)
Positive Change is Serious Business.
We boosted consideration of therapy amongst midlife women by 25%
The details.
British Association for Counselling and Psychotherapy (BACP)
No More Stiff Upper Lip
The brief
Encourage women over 50 to consider therapy, positioning BACP as a trusted route.
How we made positive changeOur research uncovered that an expectation to 'keep a stiff upper lip’ is holding many midlife women back from seeking therapy. We tackled this head on, creating the No More Stiff Upper Lip Collection - a lipstick range featuring four shades named after feelings therapy can help to unlock. The collection was modelled by five women in a shoot with Rankin. Their stories were central to our campaign, alongside research highlighting the 'epidemic of silence' facing women over 50.
What we delivered- Behaviour change
- Idea generation
- Media relations
- Paid social planning
- Partnership marketing
- Positive change
- Research and analysis
- Social media
Impact in numbers.
130+
pieces of coverage secured
Sparked
a national conversation, with organic discussion by influential commentators including Poorna Bell, Ashley James and Jenni Murray
700%
increase in women saying they’d seek therapy via BACP after seeing our campaign (5%-40%)
48k
visits to our campaign hub
