Some families who come to Five Counties Children’s Centre may think their child’s therapy only happens in a treatment room or with one of our clinicians. The fact is, this kind of thinking sells families short and leads to missed opportunities.
Parents and caregivers know their child and their daily lives best. They are their child’s greatest strength, resource, advocate. and ally.
This is very true for children and youth with physical, developmental, or communication needs who come to Five Counties for treatment.
Parents, guardians, grandparents (and even older siblings) are key members of the treatment team. Each plays an invaluable role in a child’s success.
This simple but powerful message — therapy happens everywhere — is at the root of the new Rethink Therapy campaign that Five Counties is promoting to its families.
Rethink Therapy seeks to inform families that therapy isn’t limited to within the walls of Five Counties or at scheduled appointments. Therapy can happen any time of day, as part of everyday tasks, family routines, and playful activities.
Using the Rethink Therapy approach, Five Counties staff support and coach families to better understand how everyday activities can become, or are already, like therapy for their child.
Small actions with a child every day build connection, confidence and their abilities for life. And these interactions between a parent/caregiver and child can happen at home … at play … all day … every way.
Take mealtime. Pouring, scooping, taste testing or smelling, setting the dinner table, or requesting more of your favourite food — all can be considered ‘therapy.’ This everyday activity can provide parents and caregivers simple ways to support a child’s motor, communication, and sensory goals. Even getting a child to help write and follow a grocery list, or find items at the store, become an opportunity for skill-building.
Who knew toothbrushing could be like therapy? Each stroke helps build coordination, routine, and independence. It’s not just hygiene; it’s motor planning in action!
The Rethink Therapy campaign is the vehicle that drives home this point. The promotion is fuelled by caregiver coaching tips that Five Counties has long shared with families. And at the core of Rethink Therapy are the “F-Words” for child development (Family, Friends, Fun, Fitness, Functioning, and Future).
The F-Words, rooted in research and championed by CanChild at McMaster University, use a strength-based approach that celebrates what a child can do. The F-Words keep families and clinicians focused on what matters most: each child’s everyday life, abilities, goals, and joy.
Each F-Word touches upon a different part of a child’s world. Whether it’s building fitness through play, boosting functioning during routines, or nurturing friendships in the community, these elements together help a child to build abilities for life.
Rethink Therapy is about partnerships, as is the actual campaign.
The concept behind Rethink Therapy — including its tagline, colours, look, vibrant visuals, and posters — was developed in partnership with Fleming College’s Graphic Design-Visual Communication program. As part of their course work, students take on a real-life learning opportunity by creating a comprehensive communications campaign for a community agency.
In 2025, Five Counties was selected as the ‘client’ agency and Fleming College students rose to the centre’s challenge to create a campaign that encouraged families to realize they could support their child’s therapy in all places and spaces.
Many amazing ideas and concepts were presented by the talented students but, in the end, the creative genius of Fleming student (and graphic designer) Taylor Polley shone through. Her concept for Rethink Therapy was chosen as the winning campaign, and Five Counties is pleased to put it into action.
We hope families will rethink therapy, seeing themselves as essential partners in their child’s treatment journey — because they are the key.
As we tell parents and caregivers, you’ve got this … and Five Counties can help!
