Challenges

Faced with a persistent shortage of family doctors, the FMOQ wishes to promote this critical specialty among the next generation of doctors and the general public. The campaign aims to highlight the diversity and depth of human connection of this essential profession for the health of Quebecers.

Strategy and activities

• Development of the campaign message: “Family doctors. Taking care of your life gives meaning to ours” and writing engaging messages for future doctors
• Production of a major television and radio commercial
• Production of video and photo content with seven doctors with varied backgrounds
• Design of a tailor-made content strategy for the campaign's TikTok and Instagram accounts
• Deployment of a large-scale advertising strategy: bus shelters, panobus, university campuses, etc.
• Launch of a campaign microsite

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