McMillan has the prescription for Ontario’s Doctor’s Day

An Ottawa agency wants Ontarians to thank their doctors

The Ontario Medical Association (OMA) is working with Ottawa-based creative agency McMillan to promote Ontario Doctor’s Day, which falls on May 1.

OMA created its “Thanks, Doc!” campaign to promote Doctor’s Day, producing videos showing patients thanking their doctor and soliciting doctor appreciation letters through print. This year, the association has enlisted McMillan’s help to broaden the campaign.

“The overall objective is to generate awareness for the work that Ontario doctors do and expose people to the multiple positive experience that patients had with them,” says Marianne Poirier, an account director with McMillan.

The agency aims to engage Ontarians with a simple online interface: a collage that they help create. Over the next 31 days, people who visit OntariosDoctors.com/ThanksDoc are met with a graphic that says “My doctor makes a difference.” Once they’ve written a message (pre-populated or customized), their tile becomes part of a digital collage that will eventually be sent to Ontario doctors as a thank-you for their work.

For inspiration, the site links to a YouTube video featuring patients with messages like, “Without my doctor, I wouldn’t be here.” Also available, an infographic that breaks down just how many doctors there are in Ontario and what they do.

McMillan wanted to distill something complex—Ontario’s health care system—into one simple message: doctors work hard for their patients.

“Thanks to [the OMA’s] open attitude, our creative team was able to design a fresh, innovative campaign distinct from more typical ‘professional day’ experiences,” says Gordon McMillan, the agency’s president and chief creative officer.

McMillan is relying primarily on pay-per-click ads on Facebook, and Google Adwords, to spread the message. To gain further traction, after they write their message, participants are prompted to share it on Facebook or Twitter. As an incentive for spreading the word, any Ontario resident who tweets #thanksdoc in the next month is entered to win an iPad. Print ads will also run in several Ontario newspapers May 1.

Brands Articles

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Pringles plays off Ontario elections

The brand forces its own issue onto the ballot: to dip, or not to dip?

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

McDonald’s Canada takes on grocery

Partners with Kraft Canada to launch McCafe brand in supermarkets

The results of Apple’s free U2 download experiment

Company gets its "record breaking" headline, but many users rebel

Scion Sessions return with more short-film-styled music vids

Toyota brand bolsters connection with music, art and culture

Ford Canada wins the TIFF celebrity lottery

How the automaker maximized its TIFF sponsorship with A-listers