OMA Innovation Video Series

Yield was engaged to lead the strategic and creative development of a doctor innovation campaign. A key recommendation of the strategy was to create a series of documentary style videos featuring how individual Doctors were innovating in the health care system across different health care scenarios, particularly the ones challenging the system. We worked with OMA to identify 6 doctors who had innovation stories. Yield researched their stories as well as meeting with each doctor to understand the challenge, the innovations and the impact of their work. We pulled together a small, highly agile videography team that shot each video in one day whereby Yield directed and handled all post-production in-house keeping production costs low while maintaining a high degree of quality and control of the final product.

A digital ad campaign was developed whereby each video was released independently with ads pushing the public to a campaign landing page where the videos we hosted. We used the interest and engagement of the public to build up an advocacy email database whereby the users could provide their email to support the work of Ontario’s doctors. Additionally, earn media activities where used to further the visibility of the stories both in local markets and regional news outlets.