IACP was established in 1981 to identify, develop and maintain professional standards of excellence in Counselling and Psychotherapy.

The IACP is a link between those looking for Counselling/Psychotherapy and those who provide Counselling/Psychotherapy. In addition, they provide information and set and maintain practice and training standards, while representing Counselling/Psychotherapy at both national and international levels.

OUR ROLE

Fuzion works directly with the IACP on an ongoing basis. Over the last four years, we have worked with the IACP on several large campaigns to promote who the IACP are, as well as encourage people to see the benefits of going to therapy. This has required a strategic approach that would allow us to target their key target audiences for each campaign and get across the right brand messaging.

The main objective of this ongoing PR plan was to help educate the public on the importance of seeing a therapist. To break the stigma around seeing a therapist and normalising it. To also build the IACP’s profile among people on being a reputable source to find a qualified therapist.

The first campaign we worked with them on was targeting young males – the ‘Look after yourself’ campaign, saw Fuzion partner with Joe Caslin to create a mural, which really resonated well with this audience and achieved a very good level of engagement. We also partnered with key brand ambassadors that would help spread the IACP message further.

Fuzion has since gone on to work with them on several campaigns which included, the ‘Find a Therapist’ campaign; with the main objective being to communicate effectively to the IACP’s target audience their core values such as integrity, community, transparency and credibility. Fuzion felt the best way to do this was to create a campaign that allowed us to demonstrate their key messages in a way that would showcase their huge range of experts while also normalising who they are and showing how approachable they are. This campaign spoke to the public by showcasing IACP as having therapists throughout the country that are trustworthy and are credible via an advertising campaign across national and regional titles, with local therapists from each area.

Our PR strategy for the IACP also included hosting a mental health virtual conference during the Covid 19 lockdown.  Fuzion suggested we host this to showcase the evolution of therapy, how it has helped certain noteworthy speakers and encourage the public to reach out to a therapist. The aim was to promote the positive benefits of Counselling and Psychotherapy on mental health through open conversation, promoting awareness, and sharing real-life experiences.

RESULTS

The conference was a huge success from the high profile speakers to the level of attendees that we received on the day, to being nominated for a Digital Media Award and a Spiders Award.

Most recently we have worked with the IACP to create a powerful video ad campaign that aired in September 2023. This involved a collaborative brainstorming session to generate compelling ideas, crafting a script and developing a storyboard to ensure a cohesive and impactful narrative.

The strategic placement of the video in advertising channels maximised its reach and engagement, and the impact the video had, surpassed expectations, increasing the traffic to their website by 153%.

In 2023 alone, Fuzion orchestrated over one million in PR value worth of press coverage for the IACP.