OMA – I won’t give up

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.

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INDUSTRY
  • Associations
  • Healthcare
BRANDING TO
  • Improve corporate reputation
  • Articulate value
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SERVICES
  • Brand & value proposition strategy
  • Advertising & promotion
  • Brand video content
  • Digital marketing & content
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The Situation

Ontario’s healthcare system is in deep crisis — strained resources, record wait times, and system-wide burnout have pushed doctors and patients to the edge. Yet, in the face of exhaustion, Ontario’s physicians continue to show up, to fight, and to care.

After the success of Stop the Crisis, the OMA needed to reignite public attention with a campaign that didn’t just reveal the cracks in the system — it celebrated the people holding it together. The goal: remind Ontarians that while the system may be giving up, their doctors never will.

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Human Catalyst

In pain, people blame the faces in front of them, not the system behind it.

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Our Solution

Yield Branding created “I Won’t Give Up” — a bold, emotional 360° campaign that turned doctors’ daily struggles into a movement of perseverance and purpose.
Through a cinematic, documentary-style TV commercial directed by Matty Manhire and produced by Forte Entertainment, the campaign captured the grit and humanity of doctors who refuse to give up — even when the system does.
The hero spot was amplified through a fully integrated content ecosystem:

  • Broadcast & Digital Video: Real stories of doctors confronting the human cost of the healthcare crisis.
  • Social Media Campaigns: META, Reddit, and YouTube activations connecting patients’ experiences with doctors’ determination.
  • Advocacy Messaging: Targeted ads focusing on system priorities like team-based care, digital innovation, and preventative medicine.
  • Resident & Student Features: Videos spotlighting the next generation of doctors — the future of healthcare — and their unwavering belief in change.

The emotional backbone of the campaign was an original musical score, crafted to mirror the tension and hope within the healthcare narrative — starting with restraint, building urgency, and resolving with defiant optimism.

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The Yield

I Won’t Give Up delivered measurable impact at scale, combining emotional resonance, strong performance efficiency, and clear shifts in public perception at a moment when trust in Ontario’s healthcare system was under unprecedented strain. The campaign not only reached Ontarians broadly, it also moved them.

Campaign Reach & Performance

  • 12.58 million impressions delivered across paid digital channels in under 7 weeks (Oct 16 – Nov 30, 2025)
  • 754,762 video views across Meta, YouTube, TikTok, Reddit, and GDN
  • 76,709 clicks, driving sustained engagement with advocacy content and campaign messaging
  • 0.61% click-through rate, outperforming healthcare advocacy benchmarks
  • 14.7% video completion rate, indicating strong emotional engagement with long-form storytelling
  • $277,935 media spend, optimized for reach, efficiency, and message retention

Public Response & Perception Shift

  • Post-campaign research confirmed the campaign’s ability to cut through public fatigue and reframe the healthcare narrative:
  • Nearly 9 in 10 Ontarians liked the campaign, found it believable, and felt it addressed issues that matter to them
  • 60% of viewers took action, including seeking more information, discussing the issue, or engaging with OMA content
  • A significant majority reported increased empathy for physicians working within a broken system
  • Viewers were more likely to attribute healthcare challenges to systemic failure, not frontline doctors
  • The campaign strengthened trust in physicians, reinforcing the belief that doctors remain committed to patient care despite system constraints

Audience Quality & Momentum

  • Particularly strong performance among younger Ontarians, with higher digital recall, intent to share, and engagement across connected TV and social platforms
  • Physician-led amplification further extended reach and credibility, transforming the campaign from advertising into advocacy
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