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 who were making meaningful and very real contributions to their communities; doctors who were, putting their patients first. We knew that we could beautifully capture their stories AND produce in an efficient manner which would enable us to provide the marketing team with a broad array of assets to be deployed across many channels and platforms.
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 and many, many others. Through spending concentrated time with each we were able to craft at least two video edits per doctor and a series of photographic assets to help share their stories.
The result has been a body of work is improving public perception, building powerful allies for the organization and renewing the participation and complicity of the membership.