Sometimes the Best Defence is Offence

Challenge: Ontario’s family doctors were under siege by the government. The government misrepresented and over-inflated doctors’ salaries, all while going into negotiations for a new contract with plans to claw back from the doctors.

Solution: Family doctors, (unlike politicians) meet with voters/patients one-on-one on a daily basis. We positioned the family practitioners as dedicated healthcare professionals and challenged the government through provocative newspaper advertising, digital health network messaging (TV) and posters.

Results: The campaign garnered the media attention we had hoped for and the Family doctors, for the first time, help their own press conference and media briefing. The campaign was successful in tapping into the inherent truth in healthcare: people are prone to trust their family physicians. We activated the political voice of family doctors.