|
|
|
The Fédération des médecins omnipraticiens du Québec (FMOQ) recently launched the third phase of its awareness campaign from Montreal agency BCP.
For this stage, the agency was inspired by the comments on FMOQ’s Facebook page “Quebecers without a family doctor.” The page has more than 27,000 fans and has been an important part of the campaign since its creation last year.
In three touching commercials (with French and English versions), simple camera tricks illustrate how the misery of a person without a family doctor is shared by their relatives.
“Adequately showing the anguish that is felt by two million Quebecers who still do not have access to a family doctor required us to carefully dose the emotionality of the messages,” said Étienne Bastien, BCP vice-president and creative director, in a release. “It is true that these commercials are very emotional, but they are also realistic.
“BCP’s creations feature the messages of Quebecers who openly expressed how they felt on the page Facebook.com/MedecinDeFamille, with a lot of emotion, sincerity and anguish.”
In the print ads, the concept is illustrated by patients lying in a hospital bed with their families by their side. In one web banner, the user is invited to wipe a patient’s tears away with their mouse.
The first phase of the campaign was focused on a nine-minute documentary, Diagnostic. The agency has since focused on stunts and television commercials.
