Murray Wood: Truck commercials are advertising Hot Wheels toys
Murray Wood says he shakes his head at TV commercials for trucks, which often feature luxury interiors and stylish grill...
EDMONTON — Alberta’s minister of hospitals says she has put an end to a contentious rebranding of the province’s paramedic service provider.
Acute Care Alberta announced last month that Emergency Health Services Alberta would be changing its name to ALTA Paramedic Health and outfitting ambulances across the province with new logos and providing paramedics with new uniforms.
At the time, the government said the change signalled a renewed commitment to high-quality care and accountability.
But the move drew plenty of criticism, including from the union representing about 3,500 paramedics across Alberta. The Health Sciences Association of Alberta called the rebranding a waste of resources that should be put toward addressing working conditions and staff shortages.
“This is not going to help paramedics, and it is not going to help Albertans,” the union said last month.
Hospitals Minister Adriana LaGrange, who had taken over the portfolio from former minister Matt Jones a week after the rebranding was announced, said Wednesday she shares the concerns, and that’s why she ordered the change to be scrapped until further engagement is done.
“This needs to be done at the right time and with the right input,” LaGrange said in a social media post.
“I look forward to (Emergency Health Services Alberta) sharing more details about future engagement as they become available.”
LaGrange also said no operational funding dollars had been spent on the change and that the rebranding hadn’t been rolled out since the announcement was made last month.
Her ministry said in a statement later Wednesday that “less than $25,000” had been spent on developing prototypes for the new name and logo, as well as a re-designed website.
A spokesperson for Emergency Health Services Alberta said the agency appreciated the feedback and “open dialogue” that led to the rebranding being put on ice.
“While the rebranding initiative will not move forward, this decision does not impact the delivery of emergency medical services, patient care, or ongoing efforts to strengthen emergency health services across Alberta,” it said in a statement.
Health Sciences Association President Leanne Alfaro said Wednesday she was pleased to see the government take the union’s concerns to heart.
“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,” Alfaro said in a statement.
“Throughout this process, (union members) have consistently emphasized the importance of focusing resources and attention on strengthening emergency care and supporting the retention and recruitment of professionals who deliver that care every day.”
Opposition NDP hospitals critic Sarah Hoffman said she too was glad to see the government abandon the project.
“Nobody’s asking for a new logo,” Hoffman told reporters.
“People are asking for things like more ambulances, more paramedics.”
This report by The Canadian Press was first published June 10, 2026.
Jack Farrell, The Canadian Press
