AIPC partners with Coles & Co on first major brand campaign

New Zealand creative agency Coles & Co has launched Let You Out – a campaign for the The Australian Institute of Professional Counsellors (AIPC) promoting counselling careers and support for those in need. Let You Out shows that counselling is transformative for everyone – both for those receiving support and for those helping others – allowing people to rediscover themselves through purpose, connection and care. The campaign is rolling out across metro and regional New South Wales (NSW) via digital, podcast and out of home placements. Something that makes you smile 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.” Outstanding collaboration One in five Australians face a mental health condition each year, and with stigma easing, demand for counselling is rising. The sector is projected to grow 15.1% by 2028, especially for support with stress, anxiety, identity and relationship issues. Wade Johnson, group head of marketing and 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.” Media strategy and planning were led by New Zealand-based agency D3, targeting both career-minded and care-seeking audiences across NSW. CreditsCreative agency: Coles & CoCreative director: Renee WilliamsFounder & executive creative director: Jon ColesClient service director: Carla TamahoriSenior copywriter: Mike RamseySenior designer: Dan SulitAccount manager: Lauren MarrionClient: Australian Institute of Professional Counsellors (AIPC)Client lead: Wade Johnson, Head of Marketing – UP EducationSenior marketing and campaign manager: Sophie CareyMarketing manager: Jemma SmithCEO: Sandra PolettoMedia planning: D3Business director: Denise TanProduction: Eyes and Ears

Let You Out shows that counselling is transformative for everyone – both for those receiving support and for those helping others – allowing people to rediscover themselves through purpose, connection and care.

The campaign is rolling out across metro and regional New South Wales (NSW) via digital, podcast and out of home placements.

Something that makes you smile

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.”

Outstanding collaboration

One in five Australians face a mental health condition each year, and with stigma easing, demand for counselling is rising. The sector is projected to grow 15.1% by 2028, especially for support with stress, anxiety, identity and relationship issues.

Wade Johnson, group head of marketing and 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.”

Media strategy and planning were led by New Zealand-based agency D3, targeting both career-minded and care-seeking audiences across NSW.

CreditsCreative agency: Coles & CoCreative director: Renee WilliamsFounder & executive creative director: Jon ColesClient service director: Carla TamahoriSenior copywriter: Mike RamseySenior designer: Dan SulitAccount manager: Lauren MarrionClient: Australian Institute of Professional Counsellors (AIPC)Client lead: Wade Johnson, Head of Marketing – UP EducationSenior marketing and campaign manager: Sophie CareyMarketing manager: Jemma SmithCEO: Sandra PolettoMedia planning: D3Business director: Denise TanProduction: Eyes and Ears