Better together: A fun take on APodA’s 2025 membership campaign

This year, the APodA marketing team leaned into the organisation’s value of ‘Dream big, be brave’ to reimagine how we connect with current and future members. The result? A campaign that’s not only visually fun and unmistakably Aussie, but also deeply rooted in what podiatrists need most:  community.

Why the change?

To be completely honest, it’s because membership campaigns can sometimes feel a bit… same-same. So, the team took a step back and asked: What do podiatrists really want from their professional association? And how can we make that clear, compelling, and easy to act on?

After reviewing past campaigns and checking out what other allied health organisations were doing, one thing stood out. Most campaigns focused on professionals in action. While that’s important, it didn’t quite capture the heart of what APodA offers. It’s hard to put this into words, but it lies in the community connections that can often make all the difference.

As a podiatrist, you may work solo or in a small team, which can feel isolating. So, this year’s campaign ran with another one of our values: ‘Better together’. And what better way to show that than with iconic Aussie pairings? Think meat pies and sauce, or even the humble Bunnings snag and white bread. It’s a playful, relatable way to say: ‘You’re not alone, and APodA is here to back you (in a down-to-earth, unmistakeably Australian way)’.

What’s new?

Here’s what’s been refreshed in the 2025 campaign:

• A streamlined sign-up experience
  A new, dedicated landing page makes joining or renewing your membership quicker and easier. Perfect if you are squeezing admin into gaps between patients (and let’s be honest – you probably are, because hello, workforce shortages).
• Personalised renewal emails
  One-size-fits-all member messaging has been made happily redundant and replaced with tailored emails based on your career stage and membership type, to highlight the benefits most relevant to you.
• Fun, fresh visuals
  The campaign features quirky, colourful imagery of things that are ‘Better together’, reinforcing the message that as a podiatrist, you thrive best when you’re part of a supportive professional community. But this needs to work for you. If networking isn’t your thing, maybe a webinar is more suited to you. We meet you where you’re at (and in the time you have).

Why it matters

While we’re pretty proud of our irreverent branding throughout this year’s campaign, it isn’t just a marketing refresh. It’s a reflection of our commitment to listen, act, and care.

A team effort

This campaign wasn’t built in isolation. The marketing team worked closely with APodA’s Member Services team to truly understand what members need and value. That collaboration helped shape everything from the landing page design to the tone of the emails.

And a special shoutout goes to podiatrist and APodA member, Mera Joseph, who shares on camera why joining APodA is one of the best decisions she has ever made, listing her reasons for this belief.

What we’re proud of

It is a risk to run a campaign like this. Perhaps it would have been safer to share stock images of feet with generic marketing jargon, but you deserve much (much!) more. What is the point in having a value such as, ‘Dream big, be brave’, if we’re not putting these words into action?

So, yes. We’re proud of the creativity, the collaboration, and the courage it took to try something new. Most of all, we’re proud to represent a profession that’s making a real difference in people’s lives every day.

This campaign is a reminder that APodA isn’t just an organisation. It’s a community. And like all great duos, we’re better when we stick together.

Ready to join or renew?

While the membership renewal period has just lapsed, expired members and non-members can still head over to the membership page to sign up.