When Therapy Ads Get Uncomfortable

The BACP No More Stiff Upper Lip campaign has generated significant national coverage - and strong reactions within the therapy profession.

Rather than asking whether the campaign was “good” or “bad”, I’m exploring something slightly different:

• What was the campaign trying to do?
• Whether it "worked" - and what that even means
• And what can we learn from it as therapists building private practices

Takeaways:

• Niching inevitably includes some people and excludes others
• Securing media attention and professional approval are not always the same thing
• Standing out may invite a critical reaction
• Think about how it might land with clients
• A critical reaction does not automatically mean failure

This episode discusses the BACP No More Stiff Upper Lip campaign, therapy marketing, and niching in private practice.

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Keywords

private practice, women over 50, mental wellbeing, BACP campaign, No More Stiff Upper Lip, mental health awareness, therapy for women, public conversation about therapy, media coverage for therapy, counselling for women