The British Association for Counselling and Psychotherapy has issued a wide-ranging marketing and comms brief with an overarching aim to ‘communicate the importance of counselling and psychotherapy to the nation’s mental health and wellbeing’.
Luther, which helped the BACP on a project basis for the past year, won the contract after a five-way pitch.
Emphasis will be placed on generating public awareness of the benefits of therapy and the importance of BACP endorsement. Luther will also aim to educate GPs about the range of therapies available, given their power as key referrers and commissioners of health services.
Cristian Holmes, BACP director of marketing, comms and membership, said: ‘A key message is early intervention, before a teenager starts to self-harm for example.’
Mental ill health affects one in four adults in the UK, more than any other single disability, while the cost of treatment over the next 20 years is predicted to double.
Sam Bevans, associate director of Luther Pendragon, who heads the account, said that GPs’ understanding of the range of services available had been ‘patchy’ up until now.
He said: ‘GPs have been big supporters of counselling so it’s really pushing at an open door, but we need to help them understand the range of therapies available and where they might be deployed.’
He said a media relations campaign would be aimed at putting the ‘sleeping giant’ of the BACP on the map.