Family Doctors Deliver

Social Good Award Winner

Creative Currency

Toronto, Ontario, Canada

Client: Sinai Health / University of Toronto Family Medicine Obstetrics Collective

In Canada, obstetricians, midwives and family doctors trained in obstetrics (FM-OBs) can provide pregnancy care, but most expecting parents have no idea that third option exists. A group of FM-OB physicians and researchers, led out of the University of Toronto and Sinai Health, wanted to change this. Through a facilitated discovery session, Creative Currency developed a creative strategy anchored in a core insight: Canadians value choice in pregnancy care, but lack clarity on their full range of options. The name “Family Doctors Deliver” emerged, using a double meaning (delivering babies and delivering quality care) that was immediately understandable to public and professional audiences.

The logo pairs a baby-face icon with bold typography where the word “Deliver” is visually dominant, reinforcing the campaign’s double meaning. Black-and-white photography of real pregnancy and birth moments are framed with vibrant colour blocks and layered with custom icon-and-text stickers. Brand applications span outdoor advertising, in-office clinical posters, programmatic digital ads, PowerPoint templates, letterhead, video call backgrounds and even branded scrubs. By giving FM-OB advocates a polished identity, the brand equips them to reach expecting parents at a moment when informed choice can meaningfully shape their care experience.