Ontarians are being urged to join a growing call for profound changes to the province’s long-term care system that would end profit-making in the provision of residential care. Today, SEIU Healthcare, CUPE, and Unifor, unions that represent workers across the long-term care sector, invited families to demand reforms from Premier Doug Ford so money goes to better care for seniors, not profits for corporate shareholders.

Beginning with impactful television advertising, Care not Profits calls on Ontarians to urge the province to use funding, currently going to profit, for direct reinvestment in what matters most - increased resident care and an end to profit in long-term care.

During the COVID-19 crisis, Ontario’s worst hit nursing homes were all for-profit facilities. Data tells us that for-profit long-term care corporations have 17 per cent fewer staff than non-profit nursing homes. Yet, while families and care staff were dying throughout the pandemic, three of the largest long-term care businesses combined paid shareholders more than $58 million in dividends in the past three months alone. These are facts.

The new, 60-second ad called “Care not Profits” will first air during the Toronto Blue Jays season opener on July 24th against the Tampa Bay Rays.

To view the ad and learn more, visit carenotprofits.ca