“Accessing care when living on the margins of society in Quebec is extremely difficult. Stigmas persist, and there are gaps in our system, which we nevertheless call universal. For Doctors of the World, providing care is much more than a medical act. It’s about listening, adapting, and supporting anyone in need, without judgment,” says Dr. David-Martin Milot, President of Doctors of the World Canada.
The organization saw this campaign as an opportunity to do the same: meet people where they are, listen to them, support them, and give their stories a voice so they can be heard.
“Shedding light on the health inequities that Doctors of the World fights—and thereby contributing to social change—is an incredible opportunity, one that the TUX team embraced with great commitment,” adds Elyse Noël de Tilly, Creative Director at Tux.
The campaign presents the stories of Gail, Katerine, Emmanuel, Shane, Bobette, Sylvain, Dahiana, and Janet through video portraits, photos, and written accounts, while also featuring them prominently in a 30-second TV spot.
“These weren’t just small conversations we had with these people. It moved everyone deeply. But I think the fact that their stories touched us so much allowed us to treat them with respect and honesty,” says Joshua Lessard, Creative Lead at the agency.
“This campaign wouldn’t have been possible without the human and sensitive approach TUX demonstrated. Beyond the fact that it will be supported by media, the campaign is more documentary than advertising. We’re simply lending our platform to give a voice to those who have stories to tell,” concludes Mélissa Cabana, Senior Communications Advisor at Doctors of the World Canada.
Being told by a doctor that your delivery will have to be induced—or risk serious consequences for your health and that of your child—is a shock.
Being told that you must first make a $5,000 deposit, with an additional amount of up to $20,000 to be debited after delivery, is perhaps even worse.
Especially when you’re awaiting permanent status on humanitarian grounds, like Alicia, and you have neither the $5,000 nor access to health insurance.
For thousands of women like her—who often work and pay taxes in Quebec—the only way to receive care from the healthcare system is to wait until the last moment for their situation to be considered an emergency.
Details:
Mélissa Cabana – Senior Communications Advisor
Cell: 514 799-8985 / melissa.cabana@medecinsdumonde.ca
About TUX Creative Co.
Founded in 2010, TUX Creative Co. is a creative agency whose work stands out, avoids clichés, and challenges consumer indifference at a time when reaching people is easier than ever, but truly connecting with them is more complex than ever. To fulfill its mission, TUX relies on a team of 80 employees. The company is B Corp certified and proudly committed to a better way of doing business. TUX actively supports the well-being of its employees, its community, and the environment, and helps the brands it works with do the same. The company has its own foundation, Karma, whose mission is to raise awareness, inspire, and take action to build a more responsible and united future through new community-driven, collaborator, or creator-led projects. To learn more: www.tux.co.
Credits
Client: Mélissa Cabana and Justine Pautré – Doctors of the World Canada
Agency: TUX Creative Co
Strategy: Sarah Patier
Client Partnership Director: Cécile Aubin
Creative Direction: Élyse Noël de Tilly
Creative Lead: Joshua Lessard
Art Direction and Photography: Lian Benoit
Direction and Editing: Alex Miglierina
Client Partnership: Annie Woang and Charles-Ely Legris
Media: Évelyne Tourigny
Production: Alexandra Quesnel and Stéphanie L’allier
Production Coordinator: Reatchy Legros
Director of Photography: Xavier Bossé
Camera Assistant: Charlie Laigneau
Color Grading and Online: Astrid Tessier
Sound Recordists: Laurent Bédard and Tod Van Dyk
30-Second Spot Music: Montreal Jubilation Choir – The Storm is Passing Over
Video Portrait Music: Feu Doux – Nous sommes déjà passés par ici, Feu Doux – Le soleil accroché à nos têtes, Feu Doux – Translations
Mix and Sound Design: Supersavant
Media Partners: Québecor, Publicité Sauvage, BLOOM
Production would like to thank: Jay Boivin, Will Aubu, and Youri Pelletier, La Maison Benoît Labre, and Résilience Montréal.
Special thanks to Gail, Katerine, Emmanuel, Shane, Lydia, Bobette, Sylvain, and Dahiana