Ontario’s healthcare system is under severe strain, and doctors continue to absorb the frustration that should be aimed at the system itself. The campaign is grounded in the insight that under pressure, patients often misplace their anger onto doctors instead of the broken system behind them.
“I Won’t Give Up” brings real physicians forward through intimate portraiture and direct, honest messaging, expressed through a TV commercial, digital video content, advertising and social content to reveal their reality and redirect the narrative. The work is currently live across Ontario, and while long-term results are still emerging, the campaign is already sparking a more empathetic conversation around the healthcare crisis.
“I Won’t Give Up” brings real physicians forward through intimate portraiture and direct, honest messaging, expressed through a TV commercial, digital video content, advertising and social content to reveal their reality and redirect the narrative. The work is currently live across Ontario, and while long-term results are still emerging, the campaign is already sparking a more empathetic conversation around the healthcare crisis.
30s TV Spot
60s
