ONTARIO MEDICAL ASSOCIATION
Telling the untold stories of Ontario’s doctors.
The Ontario Medical Association was navigating ongoing and complex negotiations with the Ontario government on behalf of it’s membership. They turned to us with a simple ask: how do we do something for our members, Ontario Doctors, that builds trust and amplifies the good that they deliver?
We recommended against telling the already well-documented stories from downtown Toronto hospitals and children’s health care and instead sought out the remarkable and moving stories of doctors in unexpected places, making meaningful and very real contributions. We developed a content campaign that brought to life the many ways in which doctors put ‘Patients’ First’.
A series of road trips took us to Chapleau, Kenora, Ear Falls, Hamilton, Sudbury and points in between, where we met some remarkable health care practitioners doing truly ground-breaking work. We met Dr. Doris Mitchell, an Ojibway doctor who returned to her home town to become its first resident doctor in a generation. Dr. Jennifer Brasch, whose pioneering integrated care approach is changing the lives of addicted mental health patients in Hamilton and Dr. Jeffrey Turnbull who has take his practice to the streets and shelters of Ottawa, and revolutionized healthcare for the homeless.
The result has been a body of work is improving public perception and building powerful allies for the organization.