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First look at Ontario government's gritty COVID-19 Super Bowl commercials – CTV Toronto

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TORONTO —
The Ontario government will air three COVID-19-related commercials on Super bowl Sunday, hoping to reach millions of viewers with a gritty new message about the reality of the pandemic.

The Super bowl ads, which the government describes as “hard hitting and emotive” will air during the pre-game show as well as the first and second half, marking the beginning of a new province-wide COVID-19 messaging strategy.

Health Minister Christine Elliott, whose office spearheaded the campaign, said the aim of the new commercials is to highlight the toll COVID-19 has been taking on the province’s health-care system, with 325 people still in intensive care.

“I want people to see what is actually happening in our hospitals,” Elliott told CTV News Toronto in an exclusive interview. “There are people that end up catching COVID inadvertently through family members or friends.”

All of the commercials begin and end in the same way, with an innocent-looking party filled with laughter and music, before a jarring edit that transports viewers into an emergency room.

The commercials track a patient as he has a oxygen mask placed on his face, while a voiceover warns that even a “small social gathering can spread the deadly COVID-19 virus to someone you love.”

“You can see the terror in the gentleman’s face and then you also see the stress and strain on the healthcare worker,” Elliott says referring to a person with deep marks on her face from an N95 mask.

Ford’s office clarified that the government relied on stock footage shot before the pandemic for the party scenes used in the commercial.

The province-wide campaign will target people on television, radio, print and social media platforms including Facebook, Instagram, Twitter and YouTube.

Sunday’s Super Bowl commercial, however, is considered to be a unique opportunity to reach millions of people across the province, with the expectation of reaching one in four adults in Toronto.

While the province wouldn’t disclose of cost of the commercials or the amount to purchase airtime during the Super Bowl, the most recent spots for the football finale on CTV cost an estimated $150,000 to $200,000 per commercial.

Commercials to air well into the second wave

The new advertising campaign is set to begin months after the second wave tore through the province, taking thousands of lives and overwhelming hospitals.

The recent decline in case counts and the impending changes to the state of emergency, however, convinced the province to change strategies in messaging.

“Some people are thinking the numbers are coming down everything’s okay, but it’s not yet,” Elliott said.

“We still have those variants, which are a huge concern, and we saw what happened in Roberta place where over 60 people died due to the U.K. strain, so we can’t take anything for granted right now.”

Elliott said while many people followed the new provincial orders to only leave home for essential reasons, the government noted several violations of the pandemic rules.

“Sadly we know that even during the stay-at-home order there are still people getting together in larger numbers not with members of their own household.”

The commercials, Elliott says, are targeted specifically at people who haven’t digested the message.

“You may think that there’s not consequence, that’s it’s okay to do it. It’s not, it’s still very dangerous.”

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How many Nova Scotians are on the doctor wait-list? Number hit 160,000 in June

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HALIFAX – The Nova Scotia government says it could be months before it reveals how many people are on the wait-list for a family doctor.

The head of the province’s health authority told reporters Wednesday that the government won’t release updated data until the 160,000 people who were on the wait-list in June are contacted to verify whether they still need primary care.

Karen Oldfield said Nova Scotia Health is working on validating the primary care wait-list data before posting new numbers, and that work may take a matter of months. The most recent public wait-list figures are from June 1, when 160,234 people, or about 16 per cent of the population, were on it.

“It’s going to take time to make 160,000 calls,” Oldfield said. “We are not talking weeks, we are talking months.”

The interim CEO and president of Nova Scotia Health said people on the list are being asked where they live, whether they still need a family doctor, and to give an update on their health.

A spokesperson with the province’s Health Department says the government and its health authority are “working hard” to turn the wait-list registry into a useful tool, adding that the data will be shared once it is validated.

Nova Scotia’s NDP are calling on Premier Tim Houston to immediately release statistics on how many people are looking for a family doctor. On Tuesday, the NDP introduced a bill that would require the health minister to make the number public every month.

“It is unacceptable for the list to be more than three months out of date,” NDP Leader Claudia Chender said Tuesday.

Chender said releasing this data regularly is vital so Nova Scotians can track the government’s progress on its main 2021 campaign promise: fixing health care.

The number of people in need of a family doctor has more than doubled between the 2021 summer election campaign and June 2024. Since September 2021 about 300 doctors have been added to the provincial health system, the Health Department said.

“We’ll know if Tim Houston is keeping his 2021 election promise to fix health care when Nova Scotians are attached to primary care,” Chender said.

This report by The Canadian Press was first published Sept. 11, 2024.

The Canadian Press. All rights reserved.

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Newfoundland and Labrador monitoring rise in whooping cough cases: medical officer

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ST. JOHN’S, N.L. – Newfoundland and Labrador‘s chief medical officer is monitoring the rise of whooping cough infections across the province as cases of the highly contagious disease continue to grow across Canada.

Dr. Janice Fitzgerald says that so far this year, the province has recorded 230 confirmed cases of the vaccine-preventable respiratory tract infection, also known as pertussis.

Late last month, Quebec reported more than 11,000 cases during the same time period, while Ontario counted 470 cases, well above the five-year average of 98. In Quebec, the majority of patients are between the ages of 10 and 14.

Meanwhile, New Brunswick has declared a whooping cough outbreak across the province. A total of 141 cases were reported by last month, exceeding the five-year average of 34.

The disease can lead to severe complications among vulnerable populations including infants, who are at the highest risk of suffering from complications like pneumonia and seizures. Symptoms may start with a runny nose, mild fever and cough, then progress to severe coughing accompanied by a distinctive “whooping” sound during inhalation.

“The public, especially pregnant people and those in close contact with infants, are encouraged to be aware of symptoms related to pertussis and to ensure vaccinations are up to date,” Newfoundland and Labrador’s Health Department said in a statement.

Whooping cough can be treated with antibiotics, but vaccination is the most effective way to control the spread of the disease. As a result, the province has expanded immunization efforts this school year. While booster doses are already offered in Grade 9, the vaccine is now being offered to Grade 8 students as well.

Public health officials say whooping cough is a cyclical disease that increases every two to five or six years.

Meanwhile, New Brunswick’s acting chief medical officer of health expects the current case count to get worse before tapering off.

A rise in whooping cough cases has also been reported in the United States and elsewhere. The Pan American Health Organization issued an alert in July encouraging countries to ramp up their surveillance and vaccination coverage.

This report by The Canadian Press was first published Sept. 10, 2024.

The Canadian Press. All rights reserved.

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