ISSUE

The College of Family Physicians of Canada recognizes that our healthcare system is failing with intense workloads, and lack of government support for its members: the backbone of the system. As a result, Canadians are left waiting… waiting for test results… waiting for referrals… waiting for care. Waiting this much can be painful and occasionally deadly. The CFPC needed a campaign to draw attention to the issue, raise awareness, and have audiences act by writing letters to elected officials.  

INSPIRATION

Our core insight was that the government was ignoring both patients, and doctors by not providing the support the system needs. To bring that lack of humanity to the campaign we chose to build the campaign around direct portraits of ‘real’ Canadians being impacted directly…except these portraits were not real, they we’re AI generated.

People generated with AI typically have something missing behind the eyes. We felt this lack of soul and emotion would make a stark statement of a broken system ignoring the emotional impact on actual human beings.

IMPLEMENTATION

We built a very straightforward digital and out-of home campaign that put the key issue—that Canadians are getting sick waiting, literally— alongside the impersonal AI generated portraits. The result was 52.8 million impressions, 2.4% conversion on letter writing with 57% of web traffic coming directly from the paid campaign.