Five Counties and Fleming College Launch New Awareness Campaign
Rethink Therapy is a campaign that Five Counties developed with Fleming College students.
PETERBOROUGH, ON (March 10, 2026) – Therapy happens everywhere, and that idea is at the heart of a new awareness campaign at Five Counties Children’s Centre, developed in partnership with Fleming College students.
The new Rethink Therapy campaign was developed in collaboration with Fleming College’s Graphic Design–Visual Communication program, highlighting the College’s commitment to applied, community-engaged learning. Rethink Therapy highlights a simple but powerful idea: therapy doesn’t just happen in a clinical setting like at Five Counties. It is woven into everyday family life, from mealtime and play to toothbrushing and even grocery shopping.
The concept, visuals and messaging for Rethink Therapy were created by Fleming College students as part of a real-world learning project that connects classroom experience with meaningful community impact.
Five Counties clinician Ashley Parsons and former Fleming College student Taylor Polley worked together on the Rethink Therapy campaign.
Each year, Fleming’s Graphic Design–Visual Communication program selects a local community agency as a ‘client’ for students. Five Counties was chosen as the most recent partner agency. In previous years, students in the program have developed successful campaign concepts for other organizations like the United Way of Peterborough and District and the Alzheimer Society of Peterborough, Kawartha Lakes, Northumberland and Haliburton.
As part of their coursework, students were challenged to develop a comprehensive communications campaign that would help families at Five Counties better understand their role as essential partners in their child’s treatment journey. Drawing on input from Five Counties and incorporating elements of the F-Words for Child Development framework, Fleming students developed a series of campaign concepts and pitched them to Centre staff. Each campaign included a tagline, posters, social media visuals, microsite and other creative elements. After reviewing multiple strong concepts from students, Five Counties selected the Rethink Therapy campaign developed by Fleming students/graphic designers Taylor Polley and Austin Lane as the winning creation.
“The collaboration with Fleming College brought fresh energy, creativity and insight to an important message we’ve long shared with families, namely empowering parents and caregivers to recognize that everyday moments can build skills, confidence and connection with their child,” says Scott Pepin, CEO of Five Counties. “That was evident in the fabulous campaign concepts that were presented to us by students. It certainly made the process of picking a winning campaign very difficult.”
After her course work concluded last spring, Polley was hired by Five Counties on a short-term contract to polish and refine her creative concept. Her work now forms the foundation of the Rethink Therapy campaign that Five Counties is now rolling out to its families in 2026. The Rethink campaign includes posters, pull-up banners, social media assets, parent work sheets and other promotional items that encourage families to realize therapy happens everywhere.
Five Counties is using the Rethink Therapy campaign to highlight to families a simple but powerful idea: therapy happens everywhere.
“During development, I wanted the Rethink Therapy campaign to challenge what people think therapy should be, showing families that it can be found in everyday activities,” Polley says. “Many feel therapy can be difficult. Rethink Therapy was created to shift that mindset, allowing therapy to be seen in a positive light that nurtures growth and confidence.”
Fleming’s Interim President Dr. Theresa Knott says partnerships between the College’s Graphic Design–Visual Communication program and local agencies are invaluable for both students and the community organizations.
“When students can take their learning beyond the classroom and into the community, the results are powerful,” says Dr. Knott. “Through this collaboration with Five Counties, our Graphic Design–Visual Communication students applied their creativity and strategic thinking to a campaign that will resonate with families. Opportunities like this strengthen our community partnerships while helping shape career-ready graduates.”
Category: General News