Project Description
The “Physicians First” campaign highlighted the impact of a $115-million commitment to physician health and wellness from the Canadian Medical Association, MD Financial Management, and Scotiabank.
The campaign focused on two beneficiaries of the broader fund: the College of Family Physicians of Canada (CFPC) and the Medical Society of Prince Edward Island (MSPEI). While MSPEI’s story and CFPC’s story were unique, they were brought to life through a consistent creative format, allowing each to stand independently while also working together as a cohesive series.
We created complementary video and written content designed to accommodate different viewing and reading preferences. Each story was presented through a feature video, an in-depth written article, and a full transcript on its respective landing page, supported by short-form content across digital, social, print, and out-of-home placements.
Role
I led the project from both a creative and strategic perspective, overseeing the campaign from initial concept and story development through pre-production, production, post-production, and release.
For each featured organization, I shaped the narrative, identified the key themes and interview topics, and managed all stages of production. I also conducted the interviews, guided participants toward the strongest parts of their stories, and used teleprompter prompts where needed to capture key campaign messages and sound bites naturally.
In post-production, I directed the development of each video, advised on photography and visual selections, and wrote all campaign copy. This included the long-form feature articles, landing-page content, video transcripts, print materials, and short-form organic and paid advertising.
I also led the overarching content strategy and rollout of the series, ensuring the CFPC and MSPEI stories shared a cohesive structure and creative identity while remaining specific to each organization’s programs, participants, and impact. I oversaw the campaign through execution, including flight timing across paid media and out-of-home placements, and monitored performance to identify opportunities for creative adjustments and optimization as needed.
Impact
The campaign transformed a large-scale funding commitment into two tangible, human stories demonstrating how physician-support programs were being implemented in different parts of Canada.
By pairing personal video storytelling with in-depth written content and distributing the stories across multiple channels, the campaign helped increase awareness of the programs available to physicians while illustrating the broader nationwide impact of the "Physicians First" initiative.
—
Client: Canadian Medical Association (CMA) in partnership with MD Financial Management and Scotiabank
Associations Involved: College of Family Physicians of Canada (CFPC) and Medical Society of Prince Edward Island (MSPEI)
Agency: OpenGravity
