More than two dozen Saskatchewan health-care organizations have joined forces in an online ad campaign that targets young adults, asking them to “hang in there” by following public health guidelines to prevent the spread of COVID-19.

The campaign’s URL – WeAreSickOfThisToo.ca – expresses the campaign’s theme that everyone wants a return to normal. But, the organizations say restrictions continue to be necessary as COVID case numbers rise.

Dr. Myles Deutscher, president of the Saskatchewan College of Family Physicians says, “As health-care providers, we are very concerned about the increasing number of COVID-19 cases in our province.” They are targeting younger patients because of the increase in cases they have seen in that demographic. Deutscher says, “Increased COVID cases puts a burden on all areas of the health-care system, which translates into a higher burden of illness for both COVID and non-COVID illnesses.”

The six-week online campaign includes website and social media, designed to be empathetic as people grow fatigued by restrictions, yet call for compliance