As the COVID-19 pandemic intensified, Ontario’s doctors were carrying the weight of an overwhelmed healthcare system, working extended shifts, navigating constant exposure, and supporting patients through unprecedented uncertainty. The Ontario Medical Association set out to elevate the annual May 1st Doctor’s Day into a province-wide expression of appreciation, despite having only five weeks to launch and competing with widespread global gestures of support. The idea, “Shine a Light for Doctors,” used the simple power of a smartphone flashlight as a unifying symbol of recognition and hope.
The initiative unfolded through social content, a dedicated landing page, volunteer demonstration videos, user-generated submissions, newspaper ads, and a :15 TV spot across Corus, CTV and Global. On Doctor’s Day, thousands of Ontarians lit up their homes and neighbourhoods, captured by crews across Toronto and amplified through extensive social and PR activity, creating one of the most visible celebrations of physicians in the province during the pandemic.
The initiative unfolded through social content, a dedicated landing page, volunteer demonstration videos, user-generated submissions, newspaper ads, and a :15 TV spot across Corus, CTV and Global. On Doctor’s Day, thousands of Ontarians lit up their homes and neighbourhoods, captured by crews across Toronto and amplified through extensive social and PR activity, creating one of the most visible celebrations of physicians in the province during the pandemic.
15s TV Spot
Social Media Assets
