Born from crisis, our early years were about establishing trust in Canada's blood system, and earning the privilege of being a lifeline for patients. Our brand served us well.
Today, Canadians expect more. To remain relevant, we must adapt, evolve, improve and apply even greater focus to patient needs. We must increase participation in our systems and expand awareness of our work in blood, plasma, stem cells, and organs and tissues. We must demonstrate to all Canadians that we are keeping pace with these changing times.
As we renew our brand promise, we must make a connection that is infinitely stronger today, because it will give patients who need it, the real possibility of a stronger tomorrow.