Gene W. Matthews, J.D.

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Institute of Public Health Law

• Gene W. Matthews, J.D.
• CDC Foundation
• 50 Hurt Plaza, Suite 765
• Atlanta, GA 30303
• [phone]
• MatthewsPHLaw_at_aol.com

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OUTREACH The Toronto Project SARS Lessons
Learned By The Toronto Business Community

• Held March 2-3, 2005 in Toronto
• --Funded by Alfred P. Sloan Foundation grant
• --One dozen key Canadian business leaders met
  with a similar group of US business leaders
• --What were the lessons learned from SARS?
• --At what point did the SARS response leadership
  shift from government toward the business sector?
• --What were the stages in Torontos economic
  recovery after SARS?

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SARS IMPACT

• 600 million lost 2003 tourism revenues
• 300 million lost future tourism revenues
• 12,000 lost jobs
• Nine city-wide conventions
• 307,000 lost MCIT room-nights
• Over 1 billion cost to the economy in 2003 alone

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A Tipping Point for SARS Leadership in Toronto

• On the day that the large medical
• convention cancelled in Toronto,
• the center of leadership shifted
• A Health Problem for An Economic
  Problem
• Government Leaders for Business
  Leaders
• To Solve To Solve

BECAME
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Roadmap
Post All-Clear and Beyond
May 1 Till All-Clear
Mid-May ? July 30



Phase 3 Marketplace Outreach
Phase 1 Grassroots Engagement and Assurance
Phase 2 Rally Toronto Events and Festival Support

• Recovery advertising
• Convention Development
• Strategic media relations
• Media Tour
• Joint Marketing Agreements with trade partners
• On-line campaign
• Fam trips
• Celebrity/influencer
• Ongoing research

• Assurance advertising
• Convention damage control
• Strategic media/trade relations focus groups
• WHO lifting
• Corporate outreach
• ALL CLEAR announce events
• Ongoing research

• Festival/event support advertising and retail
  packaging
• Toronto events
• Trade relations/Fam trips/sales missions
• Celebrity/influencer
• WHO lifting
• Trade development initiatives
• Corporate outreach
• Ongoing research

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Air Canadas Marketing tools

• Creation of a web site www.canadalovestoronto.ca

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Key Learnings

• Public sector has more credibility on direct
  health matters Damage control
• Private sector has more credibility on economic
  and non-health social matters Recovery
• Greater global health management awareness
• Need for a possible independent hybrid body for
  crisis management

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The Green Zone Normal Times

Normally, there is distance between these
entities because of different goals, agendas,
strategies
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The RED ZONE An Emergency
Businesses engage lead in economic recovery
plans

Persons are more likely to follow quarantine
orders
Employees get their information through their
employers
This is hybrid governance during
an emergencywe need to plan for itnow.
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What can we do to plan for such moments of
hybrid governance?

• Upgrade business COOP planning efforts
• Plan for employer communications mechanisms to
  employees in emergencies
• Start linking businesses to other businesses,
  governments, civic leaders about this agenda
• Use civic groups, trade associations, academic
  centers preparedness forums to address issues.

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What can we do to plan for such moments of
hybrid governance?

• Examine legal concerns sick leave policies,
  liability, compensation, insurance coverages,
  Good Samaritan Laws, etc.
• Recognize that the normal, risk-averse
  decision-making does not always work in the Red
  Zone

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Thinking Beyond the Red Zone Overview
Emergency THE RED ZONE (The
culture temporarily changes)
Key Moment of Law Policy Change
(Immediate Aftermath) GREY ZONE
Then return to normal time again selective
amnesia
normal time
Yet, some never forget!
and THE BLAME GAME may begin!
Stages of a Community Emergency
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A Reminder for the 21st Century

• Rediscover leadership role of lawyers in public
  health
• Remember the model of 100 years ago
• Lawyers are also interested in other public
  health issues beyond emergency preparedness
• Policy reform is instinctive to lawyers

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A renaissance is now taking place in public
health law(and just in time!)
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Institute of Public Health Law

• Gene W. Matthews, J.D.
• CDC Foundation
• 50 Hurt Plaza, Suite 765
• Atlanta, GA 30303
• [phone]
• MatthewsPHLaw_at_aol.com