The College of Family Physicians of Canada (CFPC) has recently launched a new website to connect with its 35,000 members across Canada. Acart has been working tirelessly these last few months to deliver compelling materials for this campaign to increase the perceived value of CFPC membership. The materials include a microsite DiscoverCFPC.ca / Decouvrirlecmfc.ca featuring testimonial videos of family physicians, a direct mailer, an insert in a magazine, web banners, and Facebook ads.
We’re family physicians, just like you!
The big idea leading our creative strategy was to recreate the peer-to-peer connection of doctors talking to doctors. In each video, a family physician explains in a natural and compelling way the benefits of using a CFPC resource, and the positive impact on his or her practice.
To capture these testimonials, last November we flew to Vancouver to film seven family physicians at the CFPC annual conference, the Family Medicine Forum. We took advantage of the incredible setting of the Vancouver Convention Centre to shoot extra footage useful for our videos of our interviewees in different settings.
To honour the diversity of the profession, we recruited male and female doctors from several provinces, representing both official languages. While filming the interviews, we were astonished by the generosity and devotion of these professional towards their patients and health advocacy. It gave the messages a very positive, inspiring, personal and accessible tone, like talking with a friend about the things you both enjoy.
Check out the materials on DiscoverCFPC.ca and let us know what you think!