AUCKLAND, Today: Coles & Co has rolled out Let You Out, a bright new campaign for The Australian Institute of Professional Counsellors, encouraging Aussies to explore counselling as a career or reach out when they need support.
The work highlights how counselling can spark real personal change, whether you’re helping someone else or finding direction by becoming a counsellor yourself. It’s all about rediscovering who you are through care, connection and purpose.
The campaign is live across metro and regional New South Wales, running through digital channels, podcasts and out-of-home placements.
Renee Williams, Creative Director at Coles & Co says, “We wanted to take counselling and make it feel bright and human – something that makes you smile.
“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.”
With one in five Australians experiencing a mental health condition each year and stigma easing, demand for counselling keeps rising. The Australian Counselling Association forecasts the sector to grow by 15.1% between 2023 and 2028.
“This campaign is the result of an outstanding collaboration between the UP Education marketing team, AIPC leadership and Coles & Co.” – Wade Johnson, Group Head of Marketing & Communications at UP Education
Wade Johnson, Group Head of Marketing & Communications at UP Education, which owns AIPC says: “Australia is experiencing an unprecedented demand for qualified counsellors and AIPC sits at the heart of that response.
“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.”
Founded in 2020, Coles & Co is an Aotearoa-born indie agency making its mark in Australia. The team partners with values-led brands across wellbeing, education, sustainability and food, known for thoughtful ideas and purpose-driven strategy.
Jon Coles, Co-Founder and Executive Creative Director at Coles & Co says, “When Devoney and I first thought about starting a creative agency, it was really important for us to build something that felt human.
“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.”
Media strategy and planning came from NZ agency D3, reaching both career-focused and care-seeking audiences across NSW.
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
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