Saskatchewan physicians are saying thank you to residents of the province for helping to flatten the curve on COVID-19 with a gratitude ad campaign that kicks off May 4.

The campaign, which includes radio and television spots, newspaper ads, and social media posts, features physicians’ family members expressing their appreciation to the public for keeping their loved ones safe by staying at home and practising physical distancing. It was organized by the Saskatchewan Medical Association (SMA) and executed by Saskatoon-based MGM Communications.

Dr. Allan Woo, president of the SMA, says it’s the first time the medical association has run a public media campaign on this scale.

“It’s been great to see the outpouring of support for physicians and other health-care professionals who are working on the front lines, providing care under trying circumstances,” said Dr. Woo. “We felt it was important that the thank you go the other way too. As a medical profession, we want to thank Saskatchewan residents for doing their part to reduce the spread of COVID-19.”

Physicians appreciate personal sacrifices

Like other health-care workers, many physicians face risks when providing care to patients during the pandemic.

“In Saskatchewan, we are seeing how physical distancing is helping keep the numbers of cases down, and that keeps everyone, including physicians, safe,” Dr. Woo said. “This campaign is our way of letting the people know that physicians and their families appreciate their personal sacrifices for this greater good. I am confident the public will keep up this good work as long as necessary, and I thank everyone for that commitment.”