Kidney Cancer Canada is hoping a powerful new video called “Not Yet” will spread the word about a little-known issue in cancer care.
The video, created by Environics Communications, highlights the challenges cancer patients in Ontario and Atlantic Canada face in accessing oral medications. According to Kidney Cancer Canada, the four Western provinces provide equal access to provincially approved cancer therapies, whether IV or oral.
But in Ontario and the Atlantic provinces, cancer patients requiring oral medications face significant paperwork and hurdles based on their age, private insurance status and household income. Outdated reimbursement systems in these provinces can result in significant out-of-pocket costs and delays in treatment.
“The video was designed to grab attention and really stir up emotion,” said Vanessa Eaton, vice-president at Environics Communications in Toronto. “We launched the campaign in March, but we want to generate continued awareness among the media, the public, the patients and healthcare communities as well… We want to keep momentum going around this issue.”
The video is part of an overall awareness campaign called “CanCertainty.” In March, Kidney Cancer Canada brought together 30 patient groups, cancer health charities and caregiver organizations to form The CanCertainty Coalition. The group’s aim is to improve the affordability and accessibility of cancer treatment in Ontario and Atlantic Canada.
Ross Klein, chair of Kidney Cancer Canada, said the coalition isn’t lobbying the government for policy change. “Our main issue is trying to create awareness and education,” he said. “Our firm belief is that most people aren’t aware of the nature of funding for the drugs they need, or more likely, they or a loved one are going to need in the future… In the ideal [world], there will be a desire to see policies that are more equitable and fair.”
The CanCertainty Coalition members will promote the new video through their various social media channels.
