Cummins&Partners helps the Australian Psychological Society believe in change
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
5 Comments
This is lovely and well handled work. Well done aps psychologists for creating this. Why no credits? Credit worthy.
Intellectuals like Adam, bless his little cotton socks, can understand this strategy but I have a feeling it’s way too obscure, subtle and finessed to be clearly understood by the people it’s targeted at. Nice film, but.
you can change. Pretty simple.
Love this campaign because it focuses on ‘belief’ – what can you do without it- nothing. What can you do with it- all things.
The lack of belief kills more people than road accidents do. It is the single biggest reason people turn to escapist options. Belief can power dreams, individuals and economies.
The way the campaign presents psychologists as ‘people we can talk to’ is a wonderful way of addressing the biggest issue we face – which is not behaviour or groups but the way we label them.
Change labels, change behaviour. Belief is central to doing that.
Self-serving waffle from a self-perpetuating growth industry. “Trained to put ourselves in your shoes”, what a joke. Spend the money on dentistry and achieve better outcomes.