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Canadian Medical Association conducts awareness campaign

The Canadian Medical Association has begun an advertising campaign to raise awareness of the need for more doctors in Canada. The campaign is also intended to encourage Canadians to bring the issue to the attention of the nation's politicians. The initiative, developed by McMillan of Toronto, consists of a website located at <>, along with national English and French print and online advertising. Ads are running in The Globe & Mail, the National Post and L'Actualité. Direct mail and email advertising are also in use. In addition, postcards are being distributed through doctors' offices. Other campaign components include media relations and special events. The creative uses the tagline, "Help Wanted: Canada Needs More Doctors." The initiative also includes an Ottawa-based campaign aimed at politicians. This effort consists of print ads in the Ottawa Citizen and Hill Times, online advertising on and, radio commercials, transit ads, street activities and a direct mail aimed at Members of Parliament, Senators and media representatives. "Our first step was to develop a simple message that would resonate with Canadians and entice them to contact their MPs," said Gordon McMillan president and chief creative officer of the agency. "We tested different messages and creative options and ended up with a strong, straightforward concept."

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