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For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
The Ontario Medical Association (OMA) is a membership organization that represents the political, clinical and economic interests of Ontario physicians. Practicing physicians, residents, and medical students enrolled in any of the six Ontario faculties of medicine are eligible for OMA membership. The OMA runs programs to encourage healthy living practices and illness prevention.
Ontario’s healthcare system is in a state of crisis. Years of underfunding, coupled with rising operational costs due to inflation and outdated policies like Bill 124, have pushed the system to its breaking point. Physicians are overwhelmed, with critical areas such as Emergency departments, Family medicine, and Pediatrics experiencing acute shortages. Millions of Ontarians are without access to family doctors, emergency room wait times are skyrocketing, and the system is buckling under pressure. This isn’t just a healthcare problem—it’s a looming societal crisis that threatens the well-being of every Ontarian.
The Ontario Medical Association (OMA) needed a bold, urgent campaign to mobilize public support, rally healthcare professionals, and influence government decisions ahead of critical healthcare funding negotiations.
When healthcare fails, people don’t respond to numbers but to pain, fear, and the need to act.
Yield Branding developed a hard-hitting, emotionally charged campaign titled, “Stop the Crisis.” This message served as both a warning and a call to action, connecting the deteriorating state of healthcare directly to every Ontarian’s personal well-being. The campaign directly addressed the skepticism and apathy felt by both the public and the government. For the public, it revealed shocking statistics and personal stories, making the crisis impossible to ignore. For the government, it created visible, vocal support for OMA’s solutions, emphasizing the political risks of inaction. The campaign centered around:
A highly interactive website using the Shorthand platform.
Six gritty patient/doctor videos exposing the stark realities of Ontario’s healthcare crisis.
A strategic mix of paid and organic social media.
Strong CTAs to amplify OMA’s advocacy efforts, encouraging active participation from members, the public, and industry stakeholders.
In just a few weeks, Yield executed a high-impact, multi-stakeholder campaign that generated unprecedented awareness and engagement:
— Massive media buzz with over 11 million impressions
— Over 96,000 video views
— Over 100K clicks, landing page visits, shares, and interactions, sparking meaningful conversations across social platforms.
— 4000 letters sent by the public to government officials in support of Ontario’s Doctors
This campaign shifted public perception, galvanized healthcare professionals, and placed immense pressure on the government, making healthcare the centerpiece issue heading into the election. The message was clear: the time to stop the crisis is now.
For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
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