The College of Family
Physicians of Canada
Waiting … an AI-assisted creative campaign to help combat the crisis in family medicine. Canadian family doctors are overworked, underpaid, and burning out – weakening the backbone of our healthcare system. In response, CFPC needed to raise awareness and mobilize audiences.
Family physicians in Canada are crucial to the functioning of our healthcare system, but they’re in a constant battle with intense workloads and diminishing support. CFPC recognizes the urgency to shine a light on this pressing issue.
Beyond hours spent in waiting rooms, long wait times are an indicator of gaps in Canadian healthcare. Waiting for test results, referrals, care, and answers can be painful, or, on occasion, deadly. Without family doctors, our healthcare system would get even more bogged down.
To mobilize public sentiment, we used an AI image generator to create a series of impersonal feeling portraits that enabled us to make a stark connection to a broken system that’s ignoring the emotional impact on human beings.
Results
impressions delivered
across all channels
of total web users came
directly from paid campaign
letter submissions:
a 2.4% conversion rate