Alberta paramedic rebrand scrapped after union pushback

Alberta's Health Minister Adriana LaGrange has halted a contentious rebranding of the province's paramedic service provider, responding to widespread criticism from unions and advocates.

Acute Care Alberta announced last month that Emergency Health Services Alberta would change its name to ALTA Paramedic Health. The rebrand would have outfitted ambulances with new logos and required paramedics to wear new uniforms.

The union representing about 3,500 paramedics across Alberta, along with other critics, said the rebrand was a waste of resources that should instead address working conditions and staff shortages.

"The name will transition back to EHS Alberta," LaGrange said Wednesday in a statement, adding that the provincial government shares the concerns raised.

LaGrange emphasized minimal spending occurred on the project. "Less than $25,000 in project funding was spent on developing launch prototypes, and no additional changes have been made to uniforms, ambulances or other assets since launch," she said.

Leanne Alfaro, president of the Health Sciences Association of Alberta, said the union appreciates that government is listening. "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," she said.

Alfaro noted paramedics have consistently emphasized the need to focus resources on strengthening emergency care and supporting retention and recruitment of professionals.