Raising your voice - A new ad campaign

Dear Members, 
 
Repeated surveys reveal that physicians want the AMA to amplify our collective voices and build solutions with government so that patients get the care they need and deserve. To date, successful advocacy has led to some positive collaboration with government — but so much more is needed. 
 
That’s why today we launch a major new advertising campaign to create a foundation for ongoing advocacy and dialogue, highlighting key issues and the important developments that demand attention. The campaign is called Trusted to Lead and it reflects the relationship between physicians and our patients as their advocates for the care they need. 
 
The campaign includes: video commercials and a wide range of graphic and static ads (see a small sample here). We will run on major social media, news and search engine platforms; streaming TV; rural newspapers; and out-of-home in bus shelters and billboards around the province. 
 
Alberta’s health care system is being swept in all directions by unprecedented change. Physicians don’t oppose change, but we need to see improvements to existing problems where it matters: in the interests of our patients. New government policy arising from collaboration needs to be informed by appropriate evidence and knowledge. 
 
That’s why the campaign is founded on the message the AMA has been conveying for many months: Our health care system needs Informed Reform. 
 
The campaign website includes a repository of easy-to-read Informed Reform profiles about many different issues. (Albertans who read and agree with the importance of these topics can hit a button on the site to easily send a letter of support to their MLA and health ministers.) 
 
Many more will be added, but for the launch this week, we feature: 

• The need to support after-hours availability and on-call in acute care. 
• The urgency to advance alternative relationship plans and how they can benefit patient care. 
• How Albertans’ taxes fund health care and why they should attend to spending. 
• Artificial intelligence and the AMA’s early thoughts on it as physicians.

I invite you to send us your suggestions for topics. This is only the beginning. What should the public understand better about issues for your specialty, your zone, your clinic, your hospital, your passion? Working with the Joint Physician Advocacy Committee, we will consider other topics for Informed Reform. Email us today or any day via [email protected]. 
 
Sincerely,

Shelley Duggan, MD, FRCPC
President, Alberta Medical Association