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

Some therapists welcomed the visibility it brought to women over 50 and their mental health. Others questioned the symbolism, tone and representation.

Rather than asking whether the campaign was “good” or “bad”, I found myself asking something slightly different:

What was it trying to do – and what can we learn from it about therapy marketing and niching?

In this episode of Good Enough Counsellors, I explore the marketing thinking behind the campaign, the objections raised by therapists, and what this tells us about visibility and criticism in private practice.

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The Aim Behind the Campaign: Public Education and Awareness of Therapy

The BACP has two charitable aims: supporting the profession and educating the public. This campaign was about the second of those two aims.

The campaign focused on women over 50. BACP conducted research and found women in this age group are often struggling with their mental wellbeing while simultaneously hiding it. 

The statistics cited were striking: 64% struggling and 87% admitting to concealing their difficulties.

The campaign used lipstick as a visual hook. Kindred, BACP’s PR agency described it as “a creative eye-catching device to challenge the outdated notion of maintaining a stiff upper lip.”

The intention was not masking, but expression. Not silence, but visibility.

It secured coverage across national media and directed viewers to the BACP Therapist Directory.

From a public awareness perspective, it created reach.

Therapy Marketing and the Gap Between Intention and Impact

However, many therapists felt uncomfortable.

Some experienced the lipstick imagery as symbolic of masking rather than expression. Others questioned whether the campaign felt representative of “real women”, or whether it risked presenting therapy as cosmetic or superficial.

There were also concerns about membership fees and whether this was the right use of professional funds.

For me, what stands out is this:

• A campaign can have a clear strategic intention and still land very differently once it enters the world.
• That doesn’t mean the intention was bad. It doesn’t mean the objections are trivial. 
• It means therapy marketing carries emotional weight – and symbolism matters.

Niching in Therapy Marketing: Why Being Specific Feels Uncomfortable

From a marketing perspective, the campaign achieved visibility. It focused clearly on a specific group rather than trying to speak to everyone at once.

And that’s what niching does.

But when you decide who you are speaking to, you inevitably create a boundary around who you are not speaking to.

And this boundary can:

• feel excluding
• provoke reaction
• feel uncomfortable.

But lack of clarity carries its own cost. When we try to appeal to everyone, our message often becomes so diluted that no one feels included.

That doesn’t mean impact doesn’t matter. It absolutely does. Especially in therapy.

But it can mean that media attention and professional approval don’t necessarily correspond.

Criticism, Visibility and Building a Private Practice

As therapists building private practices, we often worry about being criticised.

We worry about getting our niche wrong. We worry about excluding people. We worry about standing out too much.

But perhaps the question isn’t, “How do I avoid criticism?”

Perhaps it’s:

If I’m criticised, am I still willing to be clear anyway?

Criticism can be information rather than a verdict. It may highlight blind spots. It may reflect strong feelings. It may simply mean you have been specific enough for someone to disagree.

That doesn’t automatically equal failure.

It invites reflection – and that leads to growth.

Final Thoughts on Therapy Advertising and Professional Identity

If this conversation has made you think about your own niche – and the fear that comes with narrowing your focus – that’s something we’re working on inside Therapy Growth Group.

Niching isn’t about shrinking your practice. It’s about helping the right people recognise themselves in what you offer.

FAQ: Therapy Marketing, Niching and Public Campaigns

Why is niching important in private practice marketing?

Niching helps you speak clearly to a specific group of clients. When your message is specific, potential clients are more likely to recognise themselves in what you say. Trying to appeal to everyone often makes your marketing vague and less effective.

Can a controversial campaign still be successful?

It depends how you define success. A campaign may generate media attention and public awareness while still attracting professional criticism. Visibility and approval are not always the same thing.

How should therapists respond to criticism of their marketing?

Criticism can provide useful information. It does not automatically mean you were wrong. The key is to reflect on how your message might land with clients, rather than retreating from clarity altogether.

Does therapy marketing risk oversimplifying complex work?

Yes, especially in large-scale public campaigns. Marketing requires clarity and focus, which can reduce nuance. The challenge is balancing visibility with responsibility.