inCommunicado - eric eggertson

It’s one of those "Why haven’t we done this before?" decisions. Canadian MedicAlert Foundation is launching a program toay to provide free warning bracelets or necklaces to kids from four to 14 years old with medical conditions that could be life threatening.

From a public service point of view, this is a no-brainer.  Kids shouldn’t be penalized if their parents don’t think they can afford the fees, or don’t feel motivated to sign up their kids.  This program will go through the schools to reach kids and their parents.

From a marketing point of view, it’s a good idea too.  As more schools get involved in the program, more kids will get used to having a MedicAlert tag. And kids grow up into paying participants in the program, which includes a national database and 24-hour toll-free number.

Not that MedicAlert is a for-profit company.  But if their goal is to prevent deaths among Canadians with life threatening allergies or medical conditions, this is a smart way to get corporate backing for a major push to reach the estimated 200,000 Canadian kids who are at risk.

The No Child Without program starts in 60 schools, and will expand to up to 10,000 elementary and junior high schools across the country.

See also: How to donate; Globe and Mail story.