Ontario Medical Foundation
The Ontario Medical Foundation is the charitable arm of the Ontario Medical Association. For the past 20 years, the OMF has focused on its student bursary program, providing more than 2,000 bursaries totaling over $5.9 million to support medical students developing their careers. In 2020/2021, the Foundation underwent a review of its mandate, building on its past success by moving beyond physicians supporting physicians to addressing the social determinants of health and other system barriers to health equity.
Industry
— Not-for-profit
— Associations
— Healthcare
Branding to
— Become known
— Be better understood
— Build internal cohesion
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Brand video content
— Marketing collateral design
The Situation
For many Ontarians, health care in their communities isn’t adequately meeting their needs. Nearly half (47%) of Ontarians without a family doctor say that despite searching, they have not found one. That’s five percent of the overall population that isn’t receiving equitable care. In response, the Ontario Medical Foundation was tasked with support in raising critical funds to help advance health equity across the province. As a leader in the health care sector, it is uniquely positioned to help advance our health care system.
Human Catalyst
People believe in fairness and equality.
The Solution
Health care inequity does more than just limit fair access to better health. It prevents marginalized and racialized communities from living healthier lives. It restricts them from getting the right treatment at the right time. It hinders their growth and blocks opportunities for a better lifestyle. Our approach was to position the OMF as the champion of unblocking barriers so that Ontarians could have equitable access to health care. We created a visual treatment brings this idea to life through images of marginalized and racialized people receiving care, where a critical part of that health care delivery is blocked by a white box. The OMF box contains our branded CTA which urges prospects to help unblock the barriers to health inequity.
The Yield
The Ontario Medical Foundation has awarded bursaries to over 2,000 aspiring physicians, totalling over $5.9 million dollars, to support those attending medical school. Resulting in:
• Increased accessibility to medical school
• Support and increased representation in the physician profession to be reflective of Ontario’s diverse population