Minister halts rebranding of Emergency Health Services

Alberta's health minister has announced a rebrand of EMS paramedics has been cancelled. The rebrand had received significant pushback from paramedics.

Minister Adriana LaGrange has put a halt to the rebranding of Emergency Health Services (EHS) less than a month after it was announced.

The minister of hospital and surgical health services took to social media Wednesday afternoon, saying more engagement needs to be done before the rebranding proceeds.

“On Monday, I directed EHS-Alberta to immediately halt the rebranding and return to the previous name and logo until further engagement can take place with Albertans and contracted providers,” wrote LaGrange. “This needs to be done at the right time and with the right input.”

Last month it was announced that EHS would be rebranding to Alta Paramedic Health. Officials called it “a new name for a new era,” and that it symbolizes “standing tall for our people, our partners and for all Albertans.”

The Health Sciences Association of Alberta (HSAA), which represents more than 3,000 paramedics and emergency communication professionals, said it appreciates the government listening to workers’ concerns.

“Our members welcome the Minister’s decision to halt the proposed rebrand and we are looking forward to the opportunity for further consultation on any proposed changes, including uniforms and branding,” said the HSAA president Leanne Alfaro in a statement to CTV News Edmonton.

The announcement was met with criticism as health-care workers said the rebrand wasn’t addressing gaps in the system like staffing and ambulance shortages.

LaGrange said no operational funding was spent by EHS on the rebranding and no additional changes have been made to uniforms, ambulances or other assets since the announcement.

A statement from the ministry said less than $25,000 was spent on developing launch prototypes.

With files from CTV News Calgary