Stop the Crisis

2024-25 advocacy campaign

Stop the crisis, doctors pushing a patient down the hall of a hospital

Stand up for health-care

Ontario's health-care system is critical to the future of our province, but it’s in crisis. Now is the time to demand action.

We released a bold advocacy campaign in fall 2024– Stop the Crisis – to demand government attention and investment toward six priority areas, including member-driven issues. 

  1. Every Ontarian needs a family doctor 
  2. Save rural and northern Ontario 
  3. Keep Eds open 
  4. Improve access to surgeries, specialists and diagnostics 
  5. Health workforce strategy 
  6. Enhance digital health care and innovation 

Purpose

The campaign, which launched on October 2024, reflected the urgent need to fix Ontario’s failing health-care system. We called on the government to take action to implement solutions we put forward to make the system work for doctors and patients. Our goal was to ensure that health care was a top provincial election issue. 

Call to action 

  • Learn about our priorities and solutions to fix the health-care crisis  
  • Write to MPPs leading up to the provincial election  
  • Share on social to amplify the issues and solutions 

Channels 

We ran a paid advertising campaign across multiple social media networks and directed viewers to a dedicated web page, which outlined key information and campaign objectives.

Award-winning campaign

This campaign was the winner of five Summit International Awards. Summit International Awards is a global competition that "celebrates excellence in marketing, advertising, and design. As one of the longest-standing independent award organizations, we recognize standout creative work from around the globe —across strategy, execution, and innovation.”  

Thank you

We want to thank the physicians and patients who shared their insights and stories with us, which were crucial in shaping this campaign. We couldn't have achieved this without you - and the work is not yet done. We will continue to advocate on behalf of physicians and patients to ensure Ontario has the best health-care system in the world.  

Our advocacy resulted in government action 

The province has promised to connect every Ontarian to primary care within five years with the creation of a new Primary Care Action Team , and our advocacy has helped get us there. This is the first time that the government has committed that everyone in Ontario should be attached. This is important because the public and our members can hold the government accountable for its promises. Dr. Jane Philpott, a former federal health minister, is leading this new action team. 

PC Party commitment on our six priority areas

This campaign influenced the PC party to make health-care commitments consistent with our Stop the Crisis  recommendations.