TORONTO, Nov. 29, 2021 /CNW/ - The Canadian Society for Medical Laboratory Science (CSMLS) is continuing to shine a spotlight on certified medical laboratory professionals (the unsung heroes of the COVID 19 pandemic), and the crucial work being done to protect the health of Canadians every day. In an effort for their work to be easily understood by the average Canadian, CSMLS worked in partnership with Dr. Hayley Wickenheiser this year, to draw parallels between hockey heroes and the vital performance of lab professionals.
CSMLS aims to give Canadians a closer look at the important role medical laboratory professionals play in our healthcare system. An Indigo Lab Coat of Honour for Wickenheiser was created, tailored with her insightful ode to lab professionals printed in microscopic text, to be worn in recognition of the CSMLS members. The campaign was launched with an online video indigolabcoat.ca.
"It's really important, particularly given the last two years, for the general public to understand the meaning of the behind-the-scenes work that our members do," said CSMLS chief executive Christine Nielsen. "As Dr. Hayley Wickenheiser says, in hockey we talk a lot about our first-line superstars. In healthcare, we believe the superstars are all medical laboratory professionals across the country. They're the ones behind every test, every swab, and really behind every Canadian working to keep us all healthy."
The campaign by Arrivals + Departures features OOH advertising in targeted regions including Vancouver, Calgary, Winnipeg, Toronto and Halifax, along with paid digital support on YouTube, all driving to IndigoLabCoat.ca to see the full Coat of Honour story. The Coat of Honour will also be on physical display for the public including the Canadian Medical Hall of Fame and Vaughan Mills Shopping Centre throughout the month of December.
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About The Canadian Society for Medical Laboratory Science (CSMLS)
The Canadian Society for Medical Laboratory Science (CSMLS) is the national certifying body for medical laboratory technologists and medical laboratory assistants, and the national professional society for Canada's medical laboratory professionals. We are a not-for-profit organization that is funded entirely by membership dues and revenues from goods and services. We do not receive operational funding from governments or other organizations.
SOURCE Canadian Society for Medical Laboratory Science (CSMLS)
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