The Mettle Of Good Journalism

Photo Credit: The Globe and Mail

Photo Credit: The Globe and Mail

Because of my former profession as a communications consultant, it is only natural for me to remain a news junkie even after my retirement. The media coverage of the recent van-attack tragedy that happened in Toronto on a beautiful Monday afternoon showed the real mettle of good journalism. The best media outlet, in covering tragedies, would be one which was not only able to be first, but also accurate and compassionate at the same time without unnecessary sensationalism.

The Globe and Mail claimed that it was not the first media outlet to report the number killed in the Toronto van rampage on April 23. Nor was it the first to report on a Facebook page purportedly operated by the suspect Alek Minassian that referred to dark online forums used by trolls and violent misogynists. But it claimed that the publication focused on getting the correct information. This might be true, but when all print media now also have digital versions, the speed of reporting is almost as important as the accuracy.

I did not find out about the tragic news until about 4 p.m. that afternoon, and I immediately relied on CP24 for the latest news. The live news conference quickly put together by the Toronto police at around 4:30 p.m., involving the Deputy Chief Police Commissioner Peter Yuen and representatives from the three levels of government, was impressive as it pretty much summarized what the tragedy was all about and what the casualties were. At that early hour, we still did not know the name and motive of the alleged killer nor the identities of the victims. But the most important reassurances have been delivered: although nine lives were claimed at that time, the over 15 injured victims were frantically being helped at Sunnybrook Hospital which declared Code Orange for its emergency department; condolences were conveyed on air by the police and government officials; the public was asked to stay away from the stretch of Yonge Street from Finch to Sheppard in order to allow the police to carry on with the investigation; a suspect was arrested by a brave traffic cop without a gunfire being shot. What was most reassuring was that the Federal Minister of Public Safety Ralph Goodale informed everyone that this tragedy did not appear to be one that would threaten national security.

Under such circumstances, I was glued to my TV set while glancing at numerous social media feeds to get the latest updates. After watching all the national news networks –  Global News from 5:30 p.m. to 7 p.m. followed by CBC News and CTV News that evening – CTV News was the first to report on the name of the arrested suspect and his identity as a Seneca College student. CBC The National was the first media outlet to confirm a Facebook post by the suspect shortly before he started the van rampage. This post unveiled the digital trail which indicated that the suspect could have been motivated by the misogynist hate group INCEL (involuntary celibates). When Police Chief Mark Saunders gave the second live update news conference on CP24 later that evening upon his return from New York City, he was already able to update the public that the death toll had by then climbed to 10 and the name of the suspect was also disclosed although the first name was mistakenly given as Alex instead of Alek.

The Facebook post was actually already reported much earlier than the evening news by numerous social media. However, nobody in their right minds could have believed these sources and verified whether they were true stories or fake news. So CBC was not the first to report on the Facebook post and the INCEL association, but they were the first to confirm that this rumor on social media was true and they verified that with Facebook as well before reporting on the news. CTV News was the first to confirm the name and identity of the arrested suspect via their Ottawa reporter which surprised me.

Kudos to CTV and CBC for fast and accurate breaking news. I was disappointed with Global TV News not only because they were not able to be the first, but also because of the lack of empathy in the reporting. Although one news anchor was covering the tragedy live on Yonge Street and the other in the newsroom, neither one of them showed grave concern on their faces. Instead, the ambulance-chasing attitude and goofiness on air were major turnoffs.

After the initial shock and update on the first day of the tragedy, my attention was then turned to the print media on the second day to see which reporter or media outlet was able to give the best in-depth report. The best reporting prize on the aftermath, in my opinion, should go to John Ibbitson of The Globe and Mail, whose article, The Truths Canada Needs To Remember, was a beautiful commentary on the attack that brought tears to my eyes. As he wrote, “We will remember that violence against the innocent brings out the best in Canadians, not the worst….What matters is, once again, we have collectively been wounded. And, collectively, we will heal, as we have healed in the past, by mourning and supporting, rather than accusing…We are not going to let anyone take our peaceful, free, diverse, safe streets away from us.”

Amen!

 

 

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Grey Divorces Do Not Necessarily Lead To Loneliness

Photo Credit: Huffington Post

Photo Credit: Huffington Post

Recently, the attention paid to loneliness as a public-health issue has increased all over the world. In Britain, the Conservative government went as far as appointing a minister for loneliness. The Dutch government announced this month that it is investing $40.8 million to combat loneliness among its elderly population. In our own country, Canada, it was reported that 1.4 million elderly people experience feelings of loneliness.

More of us are living alone than at any point in the history of our nation. But living with someone does not preclude loneliness, as anyone in a bad marriage can tell us. And alone is not equivalent to being lonely. Which brings me to my key point – whether you are lonely or not, whatever your age, is a state of mind and an attitude. There is a social stigma that single people, particularly elderly people who are single, are naturally lonely. This is a myth that should be debunked.

I have posted twice in this blog throughout the years that grey divorces are on the rise. In Canada, divorce is spiking only among 50-plusers and becoming an increasingly common event for couples 65 and older. According to Statistics Canada, about one in five people in their late 50s were divorced or separated in 2011 (about 21.6 percent of women and 18.9 percent of men), the highest among all age groups. In the U.S.A., the divorce rate has decreased in every demographic since the 80s – except among baby boomers, where it has actually doubled. It is a similar story in the U.K. and Europe. In Japan, in the past two decades, couples married 30 years or more have seen their divorce rate quadruple. This international trend is so unusual that it has been dubbed the grey divorce revolution.

There are many reasons behind the grey divorces. With financial independence, boomers also want emotional and physical freedom. Turning 50 or 60 is no longer viewed as the gateway to dotage. With life expectancy now at around 80, the idea of going gently into that good night is no longer valid. The people who prefer to fly solo seem to be very content. The prospect of going it alone at a mature lifestage is scary – lifestyle adjustments, financial uncertainty maybe and telling the kids will be hard. But they are all young adults now. This is your time and you want to be free and happy! In an AARP survey of this trend, one theme surfaced again and again: It is now or never! 

The long-term prospects of happiness for grey divorcees are extremely rosy. Eighty percent of the AARP respondents reported having either a somewhat or very positive outlook on their post-divorce lives. And the good news for those interested in finding another relationship at this mature stage of their lives is that most people who are interested in finding one eventually do. To debunk another myth that baby boomers are not technologically-savvy, the number of boomers 50 or older using online dating sites has grown twice as fast as any age group in recent years. Men tend to re-partner more frequently after a divorce, because they typically have a much harder time than women being alone. Women are more comfortable relying on girlfriends when they need to share their experiences in life.

Having said that, between the years 1996 and 2006, the percentage of divorced Canadians intending to remarry dropped from 26 percent to 22 percent. In addition, more than 60 percent of divorced people stated they had no intentions of getting remarried at all. The steady divorce rate has been one of the contribution factors in the record number of one-person households in Canada. There has also been a continuing upward trend in the number of common-law unions – 21 percent in 2016 versus 16.7 percent in 2011. The key takeaways from these trends are: you are not trapped, regardless of age; and you do not need to fear being lonely, because you never really are.

There are certain steps to take after a grey divorce including understanding your current financial picture; revisit your estate plan; keep your emotions in check; communicating with your kids; and seek counsel and help from therapists, lawyers and financial advisors if necessary. Most important of all, as the AARP survey reflected, you can find happiness again no matter what age you are at.

Maybe the marriage model with a lifetime guarantee has officially been phased out. It is no longer realistic to expect to live a lifetime with the same person. Maybe boomers are looking for more quality than endurance. No more status quo if you are not happy. No more loneliness either. Boomers are starting a discussion about marriage again – it is now or never!

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Personal Support Workers In High Demand

Photo Credit: Canadian Career College

Photo Credit: Canadian Career College

The New York Times reported recently that according to the Bureau of Labor Statistics analysis, among the 10 occupations expected to grow the most through 2026, personal care and home-health aides will require the most new workers, with 1.2 million new positions between them. About 10,000 baby boomers turn 65 every day, and more than half will need long-term care, according to the Pew Research Center.

Home-care agencies and elderly-care facilities are apparently struggling to recruit. Last year, 26 percent of personal-care aides and home-health aides in the U.S. were foreign born, according to the Conference Board. In New York, 62 percent of home aides were foreign born. In California, Massachusetts and New Jersey, foreigners represented nearly half of them. That is why a recent bill introduced by the Republicans and supported by the White House to create a point system for admission based on factors including education, English skills and job offers in the U.S., which would cut the overall number of green cards awarded each year by half, worries employers who rely on immigrant labour. Senior-care agencies particularly are worried because many are dependent on Medicaid and Medicare and so cannot easily raise wages to make their jobs more attractive to native-born workers. According to a Washington think-tank, the Center for Global Development, the U.S. needs far more new low-skilled workers than high-skilled workers. Only three of the 10 occupations expected to grow in demand require university degrees, all of them digital or data-focused: software developers, statisticians and mathematicians.

In Ontario, Canada, to meet the increasing demand for home care, the role of personal support workers (PSWs) is shifting from providing primarily personal and supportive care to include care activities previously provided by regulated health professionals (RHPs). Findings from a recent review of home-care service user charts in Ontario, Canada, indicate that normally, PSWs provide personal and supportive care commensurate with their training. However, in approximately one quarter of care plans reviewed, PSWs also completed more complex-care activities transferred to them by RHPs. Service users receiving transferred care were older and had higher levels of cognitive and functional impairment. As the population ages in Ontario, the demand for PSWs performing more complex tasks is only going to increase substantially.

That is why the Liberal government in Ontario is creating a new provincial agency called Personal Support Services Ontario that could eventually serve hundreds of thousands of patients in the province. CBC News reported that this move would mean PSWs will become provincial employees. It also has the potential to take a significant portion of the $2.5 billion in annual publicly-funded home care away from the for-profit and not-for-profit agencies currently providing it. The government says creating the agency would give home-care clients more choice in selecting a PSW and more control in determining their care schedule. As with other new government policies, there are supporters and naysayers.

The plan is laid out in a Ministry of Health document dated October 2017 which says  Personal Support Services Ontario will be created soon to deliver home care in the spring. It also says the new provincial agency will directly recruit, screen and employ PSWs. Some 729,000 people received provincially-funded home care services in 2015-16. Nearly all of that care was delivered by nurses and PSWs employed by outside agencies, both for-profit and not-for-profit. The document says that the new provincial agency would initially provide PSWs to clients who need a high volume of home care –  at least 14 hours per week.

We all know that in 2015, the auditor general criticized the regional agencies that coordinated home-care services, the Community Care Access Centres (CCACs). Critics also questioned how much of the CCAC budget went into administration instead of home care and found that nurses employed directly by the CCACs were paid more than those employed by agencies. This all prompted the government to eventually dismantle the CCACs effective as of April last year.

While the creation of Personal Support Services Ontario seems to be a good idea, more time and work should be dedicated to providing better training to the PSWs and improving the efficiency of home-care delivery. We do not need a new provincial agency to reinvent the wheel and recreating a similar bureaucracy to the CCACs while thousands of seniors continue to be on the waiting list for the services of PSWs. With the upcoming provincial leadership elections, it would be interesting to see how the Wynne government would tackle this important new policy.

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National PharmaCare On The Horizon

DR.-ERIC-HOSKINS

I have more than once advocated the support of a national pharmacare program for Canada on this blog. It, therefore, gave me hope when the Trudeau Government recently plucked Ontario’s Health Minister, Eric Hoskins, to chair a special Federal Commission to look into the introduction of a national pharmacare program for the nation. Yesterday, Ontario Premier Kathleen Wynne said that her budget will include a blueprint to expand Ontario’s pharmacare program, known as OHIP-plus, which currently covers people up to the age of 25. She said she will move forward without the federal government for now and beginning August 1, 2019, seniors will no longer have to pay a deductible or co-payment for more than 4,400 prescription drugs.

Skeptics immediately said that both the Federal and Ontario Liberal Governments made these promises to win votes in the upcoming elections. For the highly unpopular Kathleen Wynne, in particular, this is obviously a campaign promise to woo the votes of the boomer and senior populations. She says the program will cost $575 million a year when it is fully operational in 2020-21. Drugs covered in the program include medications for cholesterol, hypertension, diabetes and asthma. Campaign promises can be broken but this latest announcement has won my vote.

Health care ranks highly among voter concerns in national polls, so it did not surprise me when Finance Minister Bill Morneau introduced the feasibility study of a national pharmacare program when he unveiled the Federal budget last month. The budget announced the creation of an advisory council, headed by Dr. Eric Hoskins, that would investigate whether public health-insurance plans could be expanded to cover prescription drugs. A national pharmacare plan had been previously proposed by the New Democratic Party (NDP).

The appointment of Dr. Hoskins, in itself, is already a step in the right direction. Dr. Hoskins, while in office as Ontario’s Health Minister, has always been a strong advocate for a national pharmacare program. In his new role, he will study the options, their costs, explain the trade-offs and determine which is the most feasible. Currently, about 26 million Canadians have private drug benefits, largely through employers. There are 102 public drug insurance programs, but that still leaves 700,000 people with no drug coverage, and an estimated 3.6 million with inadequate coverage, according to the Parliamentary Budget Officer.

A national pharmacare plan could save anywhere from $4 billion to $11 billion on the $28.5-billion prescription drug bill (from 2015). These savings could come from joint buying, more strictly regulating drug prices, more aggressive use of generics, and limiting the list of drugs that are covered. The Globe and Mail reported that while a single, national plan would theoretically save money on drug purchases, it would also mean a large-scale shifting of costs from the private sector to the public sector. The single biggest obstacle to pharmacare is the unwillingness of federal, provincial and territorial governments to absorb those costs and then increase taxes to pay the bill.

National pharmacare means insuring that every Canadian has access to necessary prescription drugs regardless of ability to pay. This philosophy has very few detractors, but there are many technical, financial and political impediments. But the appointment of Dr. Hoskins to chair the advisory council suggested the government’s seriousness about this initiative. It is well known that Dr. Hoskins, a physician himself, is a long-time proponent of an ambitious national pharmacare program. He has publicly backed that the best way of doing pharmacare is to throw out the system we currently have. The basic idea is that medically necessary drugs would be covered under the Canada Health Act and provided by provincial health plans for everybody, including those who now have private insurance. The federal government’s bulk-buying power would drive down prices for these new plans. People who felt the public coverage was inadequate could buy supplementary insurance on the private market, just like they can under medicare.

Skeptics and the Opposition are already criticizing the Trudeau government for paying lip service. But given Dr. Hoskins’s credentials and track record, and the timing of the Federal elections next year, it will only work to the Liberals’ advantage to devise a fiscally-responsible national pharmacare plan that would work.

Judging from the latest national polls, the Federal Government seems to be on the right track. A new Nanos Research poll that surveyed 1,000 Canadian adults by phone and online between March 7 and March 12, after the Liberals tabled their third federal budget on February 27, indicated that Canadians support the idea of public health insurance that covers prescription drugs. But they don’t like running deficits nor do they want new taxes to pay for the programs. But Canadians cannot have their cake and eat it too! How will the national pharmacare program be paid for otherwise? The NDPs have not come up with a good idea for financing this program either. So we should let Dr. Hoskins do his job and come up with a sensible plan. In Canada, we have had public hospital insurance since 1957, and public insurance for physicians since 1966. It is about time that we see another large-scale national health initiative on the horizon.

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Mad Men No More

Photo Credit: Dan Burn-Forti

Photo Credit: Dan Burn-Forti

I do not envy the jobs of advertising executives and creative minds. In this digital era, consumers try to skip ads and tune out commercials. That’s why Amazon’s Kindle and Netflix have become so popular – there are no ads when you peruse your newspapers on an e-reader and streamed movies are commercial-free.

Before I retired from the public relations industry, I’ve always said that advertising is not as effective as public relations because the latter specializes in telling stories, not hard-selling a brand, products or services. It looks like the advertising industry has finally caught on – most ads and commercials nowadays, particularly online, are focusing on story-telling or sharing experiences. Nevertheless, it’s still hard to find one that appeals to baby boomers.

There are, however, three ad campaigns that are an exception: Questrade, HSBC and PepsiCo.

Prior to the series of prime-time TV commercials on asking your financial advisors tough questions, nobody has probably ever heard of Toronto-based online brokerage Questrade. Its current marketing campaign includes two TV spots with an investor asking their portfolio manager a difficult question about fees and the negative effect on their retirement savings. This immediately became a “grabber” for a lot of boomers who could immediately relate to the manager’s dismissive answer. The tagline “It’s time to ask tough questions about your money” just sinks in deeply for boomers and soon-to-be retirees. Print and out-of-home executions similarly feature some of the difficult questions Questrade wants customers to ask their current financial advisor, and include the hashtag: #Ask Tough Questions.

See Questrade TV commercial below:

According to the company’s COO Stephen Graham, the campaign is meant to connect with consumers who know less about the brand and push Questrade’s robo-advisor platform.

Marketing Magazine reported that while the pointed questions seem to take direct aim at the big firms with huge fees, Graham said the intent was not to directly target the competition but portray the real questions and concerns that were unearthed during research. He was spot on about the campaign being a real conversation and the honesty, behind asking the uncomfortable questions, resonates well with consumers.

The second example of strong advertising is the global jet-bridge “The Story of Human Ambition” print campaign prominently visible in 20 airports around the world. With 24 creative executions, the thought-provoking print campaign explores different themes and perspectives on what ambition means to different people in different places. This supports the global financial institution’s goal to inspire people to realize their hopes, dreams and ambitions, and in doing so, positions itself as a natural partner to support them on their journey.

According to Andrea Newman, Global Head of Marketing, Wealth and Brand Communications, at HSBC, “With this campaign, we want to poke or nudge our customers to stop and think about their own broader ambitions and reflect on where they are going in life.” I’ve always admired J. Walter Thompson’s approach to making airport jet bridges a unique communications channel associated with the HSBC brand for the last 15 years. The print campaign, particularly the photos orchestrated by Dan Burn-Forti, a New York photography agency, always makes me stop and admire, but more importantly, think about its relevance to my own life.

My last example of effective advertising is PepsiCo’s current Chinese New Year short films exploring millennial kids’ relationships with their boomer parents. AdAge profiled a 15-minute ad for PepsiCo’s Lay’s revolving around a successful actor who never manages to make it home for the holidays. The ad stars Lin Gengxin, a rising Chinese star, and it was produced by local agency Civilization. There is also a family pup, named Le, or “Happy,” a character in the Chinese version of Lay’s name – a brilliant nod to the arrival of the Year of the Dog in the Lunar New Year.

There are at least two other PepsiCo short advertising films around the same theme of inter-generational tensions and love between parents and children that got circulated on YouTube and resent many times among my Chinese friends all over the world. All of these films feature big-name or rising stars in China who are also popular everywhere among Chinese communities. The films are telling touching stories and pulling the heartstrings of boomer parents. The word-of-mouth endorsement and YouTube fever around these commercials are solid evidence of the campaign’s success.

A successful marketing campaign should always have a positive impact on the company’s bottom line. I’m not sure how much new business has the Questrade commercial generated, but according to a recent Euromonitor International report on China, Coca-Cola still maintained its leadership in soft drinks in 2017, albeit with a slightly shrinking value share compared to that in 2016. The Globe and Mail also reported that the fourth-quarter profit at HSBC Bank Canada dipped 20 percent lower than a year ago while its global parent has been shedding jobs and undertaking a turnaround strategy. Sexy and thought-provoking ads might resonate with consumers, but still might not be enough to make the cash register ring.

 

 

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