Australia’s first purpose-built, dedicated psychedelic-assisted therapy (PAT) clinic has opened its doors, following a launch campaign led by Icon Agency.
Clarion Clinics, in Abbotsford, Victoria, will provide a specialised course of PAT for people suffering with post-traumatic stress disorder (PTSD) and/or treatment-resistant depression (TRD).
The campaign was underpinned by in-depth key messaging architectures and risk analyses and included ongoing government relations support and a phased media relations program.
Incannex Director responsible for Clarion Clinics Peter Widdows said this treatment is potentially life-changing for many people in Australia.
"Clarion is at the leading edge of mental healthcare, has the right protocols, and an experienced team ready to help people through these challenging conditions,” he said.
The clinical leadership team, who represent the strongest track-record of PAT nationally, partnered with Icon Agency to lead a strategic media and government relations campaign.
Widdows said Clarion Clinics was acutely aware of its responsibility to communicate the program in the right way.
"Not just for the benefit of our clinic, but the therapy more broadly. Icon’s ability to manage complexity and nuance was pivotal in bringing media and stakeholders along on the journey," he said.
Icon Agency director of media and public affairs Benjamin Haslem said Australia is the first country in the world to approve this type of therapy.
"So it was crucial to educate all sides of politics and position Clarion as thought leaders and a resource for politicians and bureaucrats seeking information," said Haslem.
“Given the local, Victorian and the Federal Governments influence aspects of how the clinic delivers PAT, it was imperative that we engaged stakeholders across all three tiers of government.”
Icon Agency senior account director, communications, Sian Evans, said operating at the precipice of change in mental healthcare required a communications approach that was cognisant of a highly regulated market and potentially-polarising topic of psychedelic-assisted-therapy.
"We were thrilled that this initial earned media campaign helped secure hundreds of expressions of interest for the clinic. Clarion is a true pioneer, and the magnitude of its impact is still to come,” said Evans.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.