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Unifor begins Care Not Profits campaign

Toronto-based trade union Unifor has begun a new advertising campaign in Ontario called “Care Not Profits.” The campaign encourages residents of the province to communicate to the Government of Ontario a desire for increased funding to long-term residential care and the elimination of profit in that sector. It consists of a 60-second television commercial that will break today during the first Toronto Blue Jays game of the season. It also makes use of a website at <>. The campaign is being conducted in collaboration with SEIU Healthcare and CUPE.

“Following the tragic events in nursing homes across Ontario during the pandemic, the general public now knows what unions, long-term care workers and resident families have known for many years,” said Jerry Dias, national president of Unifor. “For-profit care puts lives in danger. We can no longer turn a blind eye to the millions of dollars lining executives' pockets and rewarding shareholders as residents and overworked staff are left without the dignity and respect they deserve. We must learn from this crisis and that starts with Doug Ford taking action to put people before profits.”

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