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Ontario Medical Association breaks new campaign

The Toronto-based Ontario Medical Association has begun a new brand campaign intended to raise awareness of the work done by doctors in the province. The campaign, developed by Yield Branding, includes a 60-second commercial that will run in Cineplex theatres, videos that will run in doctors’ offices, online videos, social media content and radio advertising. The creative includes 10 two-minute documentary-style videos in which Ontario doctors describe their work. The campaign will run through the year.

“Authenticity was critical, so from the outset we collaborated with doctors to make sure the creative was technically accurate,” said Brad Usherwood of Yield Branding. “Then we used real doctors and captured what they deal with every day, life threatening situations or routine check-ups, happy or sad moments, each showing how the doctor is there to give patients the best care possible.”

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