“We need more doctors” was the issue that the Newfoundland and Labrador Medical Association wanted to raise in 2010. In an effort to help everyone understand the importance of the issue, WaterWerks developed a deeply emotional multimedia campaign by focusing on wait times. The campaign was incredibly successful. Earned media coverage was enormous. The ads themselves became news and were covered by The Telegram, CBC television, CBC online, VOCM radio, and NTV. The campaign also spawned blogs, letters to the editor and editorial cartoons. CBC radio dedicated a full hour-long call-in show about the ads, and parodies of the ads showed up online.
The campaign won the Award of Merit in the Golden Quill Awards – an international competition, an Award of Excellence in the Silver Leaf Awards nationally, and a Merit in the ICE awards in the Atlantic region. The success of this campaign is testament to what can be accomplished with a strong client/agency relationship.