OTTAWA, Feb. 25 /CNW Telbec/ - Are there enough doctors in Canada? Ask
the 5 million Canadians who don't have a family doctor. Despite healthcare
consistently ranking as one of the top issues of concern to Canadians, the
issue has dropped off the political radar in Ottawa. To bring healthcare to
the political forefront again, the Canadian Medical Association (CMA) engaged
McMillan to develop a national public awareness/advocacy campaign highlighting
the growing doctor shortage and the unwillingness of governments to address
"Our first step was to develop a simple message that would resonate with
Canadians and entice them to contact their MPs," says Gordon McMillan,
McMillan's President and Chief Creative Officer. "We tested different messages
and creative options and ended up with a strong, straightforward concept:
"Help Wanted: Canada Needs More Doctors."
The campaign, now under way, includes a bilingual website -
moredoctors.ca, a grassroots postcard campaign through doctors' offices, a
national, bilingual awareness campaign consisting of national print and online
advertising (including Globe & Mail, National Post, L'Actualité), direct mail
and email (including the Macleans.com and 50plus.com email lists), Google Ad
Word buys, doctors' office displays, media relations, and special events.
In addition to the national campaign, a supplementary campaign is under
way in Ottawa targeting federal politicians. The Ottawa-based campaign
includes print advertising (including Ottawa Citizen and Hill Times), online
advertising (including Bourque.org and nationalnewswatch.com), radio
(including CFRA and CIMF-FM), transit advertising, an on-street giveaway, and
a dimensional direct mail sent to MPs, Senators, and Ottawa-based national
media. The local campaign will culminate with a CMA-sponsored lobby day, March
4th, on Parliament Hill.
"The CMA has worked closely with McMillan on a number of projects over
the past two years," said Bill Tholl, Secretary General and CEO of the CMA.
"We've been very impressed with their approach to strategy and creative, so
they were our first - and only - choice when we decided to take on this
campaign. They have been an outstanding partner on what is a very important
issue for the 67,500 doctors that we represent across Canada."
About Canadian Medical Association
The Canadian Medical Association (CMA) is the largest association of
doctors in Canada. It works to represent the interests of physicians and
patients nationally and to actively lobby the Canadian government on public
McMillan is a creative agency that focuses on two things: taking brands
from where they are to where they ought to be; and developing and delivering
integrated marketing campaigns that make sales and marketing VPs smile.
McMillan works with a portfolio of national and international clients,
including Adobe, Canada Post, Forest Products Association of Canada, Catalyst
Paper, Dun & Bradstreet, Intuit, Microsoft, and Oracle.
For further information:
For further information: Gordon McMillan, President, CCO, McMillan,
(613) 789-1234, x225