Counselling Directory takes mental health support on the move

Earlier this year, Counselling Directory took its vital message out into the real world with two major awareness campaigns across the UK.

Running in January 2026 and again in June, the campaign put Counselling Directory in front of millions of people as they travelled, commuted and went about their everyday lives.

The adverts appeared across trains in England and Wales, the London Underground, ScotRail services and Belfast buses, alongside placements at major rail stations and outdoor sites across London, Surrey and Hampshire. 

The idea behind the campaign was simple: remind people that professional support is available, and make finding a counsellor or therapist feel like a normal, accessible step.

Public transport gave Counselling Directory an opportunity to reach people outside traditional mental health settings, at moments when they might have the time and space to reflect on how they are feeling. For some, seeing an advert on the way to work or during the journey home may be the first prompt to think about seeking support.

The campaign also helped the directory raise awareness of the thousands of counsellors and therapists listed on Counselling Directory, supporting our wider work to connect more people with the right professional.

Emily Watson, Digital Marketing Manager at Happiful and Counselling Directory, said:

“Campaigns like this are important because they bring conversations about mental health into people’s everyday lives. From the beginning, we wanted to reach people at moments when they might have time to pause and reflect – whether they were on their way to work, heading home or simply out and about.

"We wanted the message to encourage people to think about how they’re feeling and whether counselling or therapy could make a difference to their lives. By placing it in everyday spaces, we hoped to make considering support feel normal and accessible, rather than something people only think about when they’re already struggling.

"That visibility also needs to come with trust. Counselling Directory has been connecting people with professional support for more than 20 years, and we’ve always focused on helping people find professionals they feel confident reaching out to.

"It’s about more than encouraging someone to consider therapy. It’s about helping people feel informed and confident as they think about their mental health, explore what support could look like for them and decide when they’re ready to take that next step.”

Across the two campaigns, more than 20,000 advertising panels appeared across the transport and outdoor network, with thousands of people going on to visit Counselling Directory directly after seeing the campaign.

The activity forms part of the company's continued commitment to raising awareness of Counselling Directory and the work of its verified professionals, helping to keep trusted mental health support visible, accessible and front of mind.