“Physicians First” Campaign

(Canadian Medical Association)

Content Strategist / Producer / Creative Director / Copywriter

Project Description: The "Physicians First" campaign, initiated by the Canadian Medical Association in partnership with MD Financial Management and Scotiabank, dedicated $115 million to physician health and wellness in Canada. This Affinity partnership effort supported associations like CFPC and MSPEI in launching programs for physician support. Highlighting the use of these funds, the 2023 campaign focused on the real-world impact on physicians through digital and print media. It featured testimonials from beneficiaries and program implementers, demonstrating the campaign's nationwide influence on enhancing physician well-being.

Role: My duties encompassed overseeing all campaign content, producing and executing compelling video interviews for each featured organization, and crafting the hero content articles. Additionally, I led the creation and guidance of all organic and paid social media content, alongside writing for print materials. My advisory capacity extended to paid media strategies and execution, including Out-of-Home (OOH) advertising, ensuring a cohesive and impactful campaign delivery.

Impact: The "Physicians First" campaign significantly boosted awareness among physicians about support programs, leading to a positive shift in health and wellness across the medical community. Clients and partners praised the campaign's wide reach and impact, marking it as a key initiative in advancing physician well-being in Canada.

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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