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

Johnsonville links sausage to ethnic fare in social-led effort

Social media outreach comprises part of the brands first "serious effort" in Canada

Managing Digital: Shoppers Drug Mart’s Shelagh Stoneham

SVP of marketing on how digital is helping the retailer's customers "shop smarter"

Marketers to C2-MTL: Treat consumer data with care

Aimia and Aldo CMOs on the importance of using data to deliver better customer service

Cossette and OMD named SickKids Foundation AORs

Agencies will shape a new vision for a big name in the competitive fundraising space

Jack Black skincare selects first Canadian AOR

1Milk2Sugars will share duties between its Montreal and Toronto offices

Rabba Fine Foods hires first PR and marketing agencies

Future PR and marketing efforts will focus on the retailer's ties to the community

FIFA sponsors respond to corruption scandal

Visa and Coca-Cola call for change in how world football is managed