In response to a strongly worded letter from NAEMT, Olympus Imaging America has terminated a television advertisement in which it had shown paramedics stealing a camera from an unconscious patient. In a letter to President Ken Bouvier, Olympus executive Mark Huggins apologized to EMS professionals who were offended by the advertisement.
“We understand the point-of-view of your organization that this spot could portray a negative image about your members,” Huggins wrote. “It was never our intent to undermine the important work and valuable service paramedics provide to communities throughout the country each and every day.
”Due to NAEMT’s strong concerns we have removed this spot from our creative rotation. It will no longer appear on TV and it has been removed from our website effective April 26, 2006.
”The intent of this advertisement was to generate attention for our new camera and it was not intended to be disparaging toward emergency responders or any other group. We believe that emergency response personnel are recognized as some of the most honorable people in our society. Please share our apology with your members.”