University of Calgary promises to remove billboard ads after outrage from paramedics
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The University of Calgary is promising to pull controversial ads that are being sharply criticized by Alberta EMS personnel.
Photos of a billboard promoting U of C stroke treatment research posted to Facebook on Monday by former primary-care paramedic Patrick Fabian quickly went viral, and fuelled anger among the province’s paramedic community, whose members took exception to being referred to as “ambulance drivers.”
“I was appalled, that in this day and age, paramedics were still referred to as ambulance drivers,” said Fabian, who served as a paramedic from 2007 to 2014.
“This is a profession that deals with much more than just driving an ambulance — I’ve witnessed first-hand what skilled hands can do in a crisis situation; to preserve life and even bring life back in certain circumstances.”
Fabian spotted the bright orange ad Monday while waiting for his luggage at the Calgary airport.
The ad is one of a series posted throughout the airport highlighting different University of Calgary initiatives and research programs. Fabian says the ad greatly diminishes what Alberta’s emergency medical workers do in their day-to-day duties.
“I find it quite reprehensible that an institution such as the University of Calgary would have allowed this type of wording on one of the ads that they lay claim to,” he said of the advertisement, which touts research into stroke recovery.
“In a very real sense, paramedicine is the first line of intervention that a patient encounters to prevent this irreparable brain damage.”
In a statement sent to Postmedia on Tuesday, the University of Calgary said the institution is planning on removing the offending ad.
“There was no intent to offend or belittle the paramedics and EMTs who save and enhance so many lives each and every day in our city and province,” the statement read.
“We hold the utmost respect for these professionals. The University of Calgary has actioned the removal of the advertisement and adjusted language relating to the study aimed at getting patients to the right treatment centre as fast as possible.”
The university’s move to pull the ad is welcome news for Health Sciences Association of Alberta president Mike Parker, who said the term “ambulance driver” is a relic from the distant past.
“The evolution of health care is always advancing — paramedics spend four years in post-secondary school to become registered,” said Parker, who heads up the union representing Alberta’s more than 25,000 paramedical technical, professional and support workers.
“The skillsets they provide are top notch and world renowned.”
On Twitter: @bryanpassifiume
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