British Association for Counselling and Psychotherapy (BACP)
Positive Change is Serious Business.
We increased the number of new mums who would consider having therapy by 33%
The details.
British Association for Counselling and Psychotherapy (BACP)
Positive Steps
The brief
Get new mums to consider support by a registered therapist.
How we made positive changeWe created a campaign that reached new mums where they are – pounding pavements with their buggies – sharing personal stories of others who have had therapy. Supported by powerful images, diverse case studies - including writer and musician, Izzy Judd - and BACP therapists, we cut through stigma to prompt action and signpost mums to BACP support.
What we delivered- Behaviour change
- Communications strategy
- Idea generation
- Media relations
- Partnership marketing
- Positive change
- PR
- Research and analysis
Impact in numbers.
114
pieces of coverage, including 11 nationals
33
pieces of broadcast coverage including BBC London TV throughout the day, and BBC Radio 4’s Woman’s Hour
65%
of new mums would consider having therapy as a result of seeing the campaign
500%
increase in the number of new mums who said they would seek therapy via BACP after seeing the campaign
