Choosing Wisely campaign encourages public to think twice about common tests

Ads exhorting the public to get tested for things like cancer and heart disease are commonplace. But a new campaign developed by Scott Thornley + Company promotes another side of health care: it encourages patients and doctors to think twice before doing tests, treatments and procedures that are often unnecessary. The initiative, Choosing Wisely Canada, […]

Ads exhorting the public to get tested for things like cancer and heart disease are commonplace. But a new campaign developed by Scott Thornley + Company promotes another side of health care: it encourages patients and doctors to think twice before doing tests, treatments and procedures that are often unnecessary.

The initiative, Choosing Wisely Canada, highlights 40 interventions that offer no benefit to most patients. The list of procedures was created with the help of nine medical organizations, including the Canadian Medical Association and the College of Family Physicians of Canada, and will continue to grow.

Print, radio, online and TV ads will support the initiative across the country, in English and French. They drive consumers towards ChoosingWiselyCanada.org.

“One thing the campaign does well is that it’s very clean,” says Marsh Thornley, vice-president of client services at Scott Thornley + Company. “We’re not trying to get everything across, it’s more just about getting the conversation started… to engage people to reach out to their doctor, or to reach out to the website.”

Thornley says that before working on the ads, he himself thought quality care meant multiple tests. “It’s about the idea of getting people to think of their health care a little differently,” he says.

Dr. Wendy Levinson, founder of Choosing Wisely Canada and a professor of medicine at the University of Toronto, said the initiative “is about changing the culture that more is always better when it comes to medical tests and procedures.” The Canadian initiative is modeled after the American campaign Levinson helped create, Choosing Wisely, which launched in 2012.

Brands Articles

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Manulife adds Glenn Hollis as Canadian CMO

Exec comes with experience from Tim Hortons and a long agency background

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Marketer of the Year 2015: Shomi

A great brand and a strong product put this SVOD upstart on the map

Nicoderm returns to TV with spaced-out campaign

Tribal DDB campaign harkens back to 'irritable stewardess'

Edelman Trust Barometer tracks sunny Trudeau effect

Trust in institutions and business has improved, but beware the perception gap

Strategic Objectives lands DuBreton’s English account

Organic pork producer launches content series with help from Toronto PR shop

The Knot Group’s NYC office wins Brookfield account

Arts Brookfield's free culture fest expands account across the border