Creating counsellors and supporting counselling.
The Australian Institute of Professional Counsellors (AIPC) is encouraging Australians to pursue counselling as a career or seek support when they need it in a campaign via New Zealand-based independent creative agency Coles & Co.
The campaign is rolling out across metro and regional New South Wales via digital, podcast and out-of-home placements.
“We wanted to take counselling and make it feel bright and human — something that makes you smile,” said Coles & Co creative director Renee Williams.
“Let You Out isn’t heavy or clinical; it’s about those little feel-good moments we could all do with more of. You’ve got people finding their feet and naturally caring in a career made for them.
“It’s the same emotional lift, just seen from two sides. It was a real pleasure bringing that to life for an organisation that genuinely cares about both the people it supports and the professionals it trains.”
One in five Australians experience a mental health condition each year, according to the Australian Counselling Association.
The sector is forecast to grow by 15.1% between 2023 and 2028.
“Australia is experiencing unprecedented demand for qualified counsellors and AIPC sits at the heart of that response,” said UP Education group head of marketing and communications, Wade Johnson.
“Every day, we see the transformative power of counselling, not just for those seeking support but for those choosing to make helping others their life’s work. ‘Let You Out’ captures that beautifully.
“It's hopeful, human, and perfectly reflects AIPC’s purpose to empower people to create meaningful change.
“This campaign is the result of an outstanding collaboration between the UP Education marketing team, AIPC leadership and Coles & Co.
“Together, they’ve built a creative platform that connects deeply with our purpose, brings genuine warmth to the category, and elevates AIPC’s voice at a time when mental health has never mattered more.”
Media strategy and planning were led by New Zealand-based agency D3.
“When Devoney and I first thought about starting a creative agency, it was really important for us to build something that felt human,” said Coles & Co co-founder and executive creative director, Jon Coles.
“We wanted to work with brands that care about what they put into the world and to give our team space to create work we’re genuinely proud of. At Coles & Co, we’ve always believed creativity works best when it comes from a place of care — and that’s what keeps us doing what we do.”
Campaign Credits
- Creative Agency: Coles & Co
- Creative Director: Renee Williams
- Founder & Executive Creative Director: Jon Coles
- Client Service Director: Carla Tamahori
- Senior Copywriter: Mike Ramsey
- Senior Designer: Dan Sulit
- Account Manager: Lauren Marrion
- Client: Australian Institute of Professional Counsellors (AIPC)
- Client Lead: Wade Johnson, Head of Marketing – UP Education
- Senior Marketing and Campaign Manager: Sophie Carey
- Marketing Manager: Jemma Smith
- CEO: Sandra Poletto
- Media Planning: D3
- Business Director: Denise Tan
- Production: Eyes and Ears
