BC COllege of Family physicians
How BCCFP Turned a Month of Appreciation Into a Bigger Conversation About Family Medicine
Audit to Action Sprint | Family Doctor Month Campaign Plan Support | Campaign Content Production + Full Implementation Support | Content Strategy | Social Media Content and Design | Paid Amplification | Campaign Reporting
The BC College of Family Physicians (BCCFP) had a meaningful story to tell… and a short window in which to tell it. They came to Forge & Spark for content strategy and development, and a rapid campaign roll-out in support of Family Doctor Month.
The Challenge
Every May, Family Doctor Month is an opportunity for BC College of Family Physicians (BCCFP) to celebrate family physicians, position the organization as a credible advocacy voice, and build broader public understanding of what family medicine actually does.
It was a lot to ask of one campaign. And especially with multiple content streams and a tight timeline, it became a highly strategic undertaking.
Oh, and all of this had to happen while Erin and Ivonne (the team leading marketing) were showing up in person for members, partners, and stakeholders throughout a very busy month.
BCCFP needed a partner who could build a clear set of objectives, create content that was both campaign-ready and on-brand, and adapt quickly to what was working — all so that BCCFP could stay focused on the advocacy and in‑person relationship work only they could do.
The Results
Of the 11 key results we set out to meet, 10 were met or surpassed – many by a wide margin – all while freeing Erin and Ivonne to be present where they were most needed: in rooms, conversations, and advocacy spaces across BC.
70,600+ accounts reached across Instagram, LinkedIn, and Facebook
828% growth in Facebook engagement and 163% growth in LinkedIn impressions, both over the prior period
63,352 Instagram video views, with reach up 51.6%
600+ landing page visits driven by a single Facebook dark ad
Perhaps the best part?
All of this resulted from a lean total paid spend of ~$1,430, with a best cost-per-result of just $0.16.
Platform Highlights
Our role across channels was simple: run a cohesive, strategic content campaign so the BCCFP team didn’t have to — giving their team back time and focus for on‑the‑ground advocacy and member support.
BCCFP Blog
We chose BCCFP’s website blog to hold the campaign’s substance: it became the place where “thank you” turned into “here’s why it matters.” Two long-form pieces anchored the campaign strategy, each one translating BCCFP’s priorities into writing and information a general audience could connect with on both a logical and emotional level.
“What Good Care Depends On” took approved proof points and gave each one a plain-language explanation of what it means and why it matters – reinforcing BCCFP’s core asks to government without reading like a policy ask.
“Primary in Every Sense” went deeper, built around the idea that family doctors are primary clinically, relationally and systemically. Each section made the case for just how much a family doctor’s role actually holds, much of it invisible to patients. It’s the piece that gave the campaign its emotional spine.
Both blogs drove 400+ visits from campaign content and fed directly into the rest of the ecosystem. Each post also seeded a newsletter teaser and a run of individual social post concepts, several of which were pulled forward for paid amplification once they proved out organically.
The blog was never the loudest channel in this campaign. But it was the one doing the real translation work for BCCFP, turning advocacy language into something people could feel.
LinkedIn was truly the strategic core of this campaign: a place where our team could carry the advocacy message forward in content form while Erin and Ivonne advanced it in meetings, events, and conversations on the ground.
Our advocacy carousel became the single strongest piece with 1,526 organic engagements, 7,412 impressions, 489 paid clicks, and a cost-per-result of $0.41. Proof that the right format with the right message for the right audience genuinely works.
The PDF carousel format was exactly what BCCFP’s professional, policy-focused LinkedIn audience was looking for.
Video was the engine of reach on Instagram, with 63,352 total video views over the campaign window and 51.6% growth in accounts reached. Reels consistently outperformed static images, and the most cost-efficient Instagram placement of the campaign was a simple, celebratory carousel – $50 spent, 4,953 impressions, 187 link clicks, and a CPR of $0.27.
A combination of emotionally resonant storytelling and efficient paid placement goes a long way. Physician faces and real stories were the strongest performers throughout.
Facebook delivered the most dramatic growth numbers of the campaign: a 674% increase in views and an 828% increase in engagement. The dual-ad strategy of awareness boosts and dark traffic ads worked exactly as designed, quietly handling reach and traffic in the background so the BCCFP team didn’t have to split their attention between campaign logistics and in‑person advocacy.
The ‘Thank You, Family Doctors’ dark ad alone drove 600+ landing page visits at a CPR of $0.33 – making it the strongest traffic driver of the entire campaign.
Two boosted Campaign Moments posts (this one and this one), at just $100 each, together generated over 23,000 impressions and 1,200 engagements: a highly cost-effective strategy.
Why We Love 'Em
Healthcare advocacy content is grounded in real stakes and genuine stories. BCCFP came to this campaign with clear objectives, a deep respect for their members, and a willingness to trust the strategy. That combination made our job both easier and more meaningful: we could carry the content and campaign load, while the BCCFP team poured their energy into the in‑person advocacy and relationship‑building work that only they could do.
This campaign demonstrated that BCCFP has a story people want to engage with – and we were pleased to see that the content genuinely resonated. More importantly? It also drove greater awareness of issues that matter to the people in our community. And it did so in a way that protected the team’s extremely valuable time and presence, honouring the human side of advocacy as much as the metrics.
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