Canadian Medical Association
Rallying around health care as a central election issue
Challenge
The CMA wanted to ensure candidates from all parties and politically-motivated Canadians kept health care on their minds while campaigning and voting. With Trump Administration tariffs leading to a rise in nationalist sentiment, there was an opportunity to put out a strong message — health care helps define Canada and is worth fighting for.
Solution
We built hard-hitting creative assets around “Fighting for Care”. Our media team chose targeted placements on platforms that would be highly visible during the election and out-of-home ads in high-traffic areas frequented by politicians and policymakers. They all drove to a landing page (cma.ca/fightingforcare) with real solutions that the next federal government could implement to help address our health care challenges.
Outcomes
- “Fighting for care” was a rallying cry and positioning statement in one that resonated with physicians, patients and all Canadians
- The campaign generated almost 22 million impressions and drove more than 32,000 clicks to the landing page
“We wanted a campaign that was bold and would get noticed. Banfield really came through with Fighting for Care. It totally hit the mark for our objectives and we were able to use it across multiple areas and for different audiences.”
Nick Farinaccio
VP Marketing
Canadian Medical Association
