ACP
Even our heroes need some help
THE PROBLEM
- Massive online therapy groups were impeding growth.
THE PLAN
To advertise for the first time.
- We reviewed in-person and online competition to see what kind of archetypal approach would be fresh.
- The clients boldy chose the most eccentric concept and enabled us to create something memorable and discussable.
THE RESULT
The campaign results were fable-worthy.
- Over 200% the click-through-ratio of most online campaigns.
- 66% lower cost-per-click than expected.
- A surge of new patients at an incredibly low cost-per.
Role: Concept, Creative Director, Designer, Writer, Editor
Photography: M&D Media • Media & Strategy: Tony Saucier • Producer: Amanda Day • Agency: Self
I'm proud of this campaign for a few reasons.
- Mental health has been a huge issue in culture, and it feels good to work for the good guys. The inclusion of heroes helps destigmatize getting help and if you think about some of the fairy tale characters, they should all at the minimum have PTSD right?
- It's rare to launch a campaign that's 100% pure to the original idea. Heroes/legends/parables and the power of storytelling is my religion. I've always found strength in the morals of the story. To be able to empathize with a hero is a powerful gift, and it's one I'm proud to give.
- This timeless concept is so simple, but effective, that it feels like what I'd call classic "Silver Age" advertising.
It's not too late to change your story.
Associated Clinic of Psychology
