Since 1922, Reader’s Digest has been THE staple waiting room magazine. Each issue is full of heartwarming anecdotes, easy-to-digest stories, and articles that help those waiting for a stressful appointment relax.

But in Canada, that waiting can stretch on for weeks. 

That’s because the average wait time for Canadians who need treatment for a necessary medical procedure is 25.6 weeks – the highest it has ever been in our history.

THE WAIT TIME ISSUE

To highlight this important issue in Canada, we will create one. 

Reader’s Digest will make the longest magazine issue ever – one that takes 25.6 weeks to read. We will create a handful of physical copies and feature them in popup newspaper stands near busy Canadian hospitals. People will be invited to purchase virtual copies of the magazine to be sent to Canadians waiting for treatment.  

Not only will each issue help them feel more at ease, it will also contribute to solving the greater problem. All proceeds earned will go directly to Canadian Foundation For Healthcare Improvement (CFHI), an organisation actively working toward shortening healthcare wait times in Canada.

Copywriter: Yulia Fedorov