First national campaign undertaken by the Australian Psychology Society.
This week sees the launch of 'Believe in Change', the first national campaign ever undertaken by the Australian Psychological Society (APS), the peak representative body for psychologists in Australia, and developed by Cummins&Partners.
Says Adam Ferrier, consumer psychologist, Cummins&Partners: "All psychologists are in the business of 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."
Says Pat Freeland-Small MAPS, head of marketing, communications and events at the APS, said, "The APS provides an invaluable service to many Australians every day in fields as diverse as organisational psychology, sports psychology, clinical and counselling psychology and beyond. We needed an idea that would both unify all psychologists and help the public understand the benefits psychologist can bring to all our lives. 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."
Says Tom Martin, ECD, Cummins&Partners: "We've taken the 'Believe in Change' platform and expressed it in two broad areas. Firstly, a series of films that talk to the circle of life and how psychologists can help with change. The other way it will come to life is 'Believe in Change Productions'...but more on that later."
The media plan, also developed by Cummins&Partners, is built upon targeted environments that raise issues of psychology.
Says Sharni Ames, media director, Cummins&Partners: "A lot of content people consume can be entertaining, but also leave them somewhat unsettled, or even dissatisfied. We want APS psychologists to be in these environments when people are questioning if change is possible."
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