Ontario "Shines a Light" in honour of Doctors' Day 2020

Marking the 9th year of Doctors’ Day, which was proclaimed in 2011, May 1st was chosen to commemorate the birthday of Canada’s first woman physician, Dr. Emily Stowe. It also coincides with National Physicians’ Day, led by the Canadian Medical Association.

On May 1st at 9:00 p.m., thousands of people across Ontario raised a light in appreciation for all the doctors of Ontario. It was an Ontario-wide act of thanks. Thank you for leading Ontario to better health. Thank you for putting your patients before yourselves. Thank you for showing courage in the face of so much fear, so patients can find theirs.

Why Shine a Light?

A phone flashlight has become the modern form of appreciation for people who perform. It is something anyone can do from the safety of quarantine. The light symbolizes “finding a way in the dark” – and that’s what Ontario’s doctors have been doing for months while putting themselves at risk.

This simple act of tribute inspired thousands to spread the word, making this year’s Doctors’ Day the most successful ever.

Shine a Light Campaign

Two weeks before Doctors’ Day, the OMA launched an Ontario-wide integrated marketing campaign to spread the word and mobilize Ontario to #ShineALightForThem. Within days, social media reached thousands of people and the campaign grew. The overwhelming sense of appreciation the people of Ontario, its officials and organizations have for Ontario’s doctors led to more and more campaign growth. Soon thousands of views became millions.

Social content promoting the event was shared all across the province. Media interest was higher than it’s ever been. Within days of launching, our online promotional videos caught the attention of the Juno award-winning band Banners, who reached out and volunteered their hit song “Shine a Light” to the 2020 Doctors’ Day initiative. Momentum just grew and grew as Doctors’ Day drew closer.

The Results

• Thousand of people declared their support for doctors on social media.
• Doctors’ Day was Twitter’s #1 trending topic on May 1st.
• Landmarks across Ontario like the CN Tower and Niagara Falls were lit blue in support.
• Numerous political leaders declared their support for Ontario’s doctors.
• Thousands of people helped to make the night bright.
• There was extensive media coverage on the day across the province, and (then) OMA President Dr. Sohail Gandhi was interviewed by numerous outlets.

We hope that every doctor in Ontario felt the appreciation and respect Ontario has for them and all they do to lead Ontario to better health.

This video highlights the various ways in which Ontario “shined a light” to show its appreciation and thanks to doctors on Doctors’ Day 2020.