This campaign was designed to gain the support of citizens in accomplishing the goal of getting prescription drugs covered under Canada's universal health care plan.

Pharmaceutical coverage in Canada can best be described as an uncoordinated and incomplete patchwork of private and public plans. Canadians pay the second highest costs for brand name drugs in the world, second only to the United States. Canada pays about 20 per cent more for brand name drugs. Meanwhile, countries that negotiate the supply of generic drugs pay 90 per cent less than we do.

Canada is the only developed country with universal health insurance coverage that does not also offer universal prescription drug benefits.About 1 in 10 canadians report they cannot afford to take their medication as prescribed because of cost.

Pharmaceuticals are so essential to health and well being that the World Health Organization has declared that all nations should ensure universal access to necessary medicines and it's time Canada do so.