Minister halts rebranding of Emergency Health Services
The province says less than $25,000 was spent on prototypes and a redesigned website, and no ambulances, uniforms or equipment were changed.
- On Wednesday, Hospitals Minister Adriana LaGrange ordered a halt to the rebranding of Emergency Health Services Alberta, reversing a plan to rename the provider ALTA Paramedic Health.
- The Health Sciences Association, representing about 3,500 paramedics, criticized the initiative as a waste of resources, arguing that workforce shortages and ambulance availability should take priority over new names or uniforms.
- LaGrange confirmed that less than $25,000 was spent on prototypes for the new name and logo, with no ambulances, uniforms, or equipment altered since the initiative had not moved forward.
- Health Sciences Association President Leanne Alfaro welcomed the decision, while Opposition NDP hospitals critic Sarah Hoffman told reporters that "people are asking for things like more ambulances, more paramedics."
- LaGrange stated that future engagement requires the "right input" and timing, with Emergency Health Services Alberta expected to share details on public consultation plans as they become available.
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Red Deer Advocate
Rimbey ReviewAlberta pauses Alta. Paramedic Health rebrand after pushback
The Government of Alberta has confirmed that the planned rebranding of EHS-Alberta to Alta. Paramedic Health has been indefinitely paused. Adriana LaGrange, minister of hospital and surgical services, announced the move in a message posted to X June 10. “I’ve heard questions from Albertans and front-line workers about the recent Emergency Health Services rebranding, and I share their concerns,” LaGrange said. “On Monday, I directed EHS-Alberta t…
Paramedic rebrand paused as frontline workers raise concerns
Alberta has paused the rollout of its planned emergency health services rebrand after it drew immediate criticism from paramedics, unions and EMS advocates. Photo/ALTA Paramedic Health.captiontext { font-size:90%;font-style: italic;margin-right:20px; } Alberta has paused the rollout of its planned emergency health services rebrand, directing staff to revert to previous branding pending further consultation with frontline workers and contracted p…
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