Our Brand

It's Never
too Far


There are some words you never want to hear in a medical crisis.

Too far away.
Too far to reach.
Too far gone.

STARS was born from the conviction that no one should go without the care that could save their life.

Care delivered by minds that innovate.
Hands that heal.
Hearts that reassure.

Critical care anywhere is more than our vision. It’s who we are. Overcoming obstacles. Extending beyond boundaries.

Because when it comes to the next patient who needs us, it’s never too far.

North
Star

Critical Care, Anywhere

It all began when a pregnant woman from a rural community died from blood loss, leaving a father alone with their newborn. For STARS’ founders, her death was one too many. Something had to be done.

Motivated to change emergency care for the patients who needed us, these founders created a helicopter air ambulance service, which was built and supported by the community.

While the faces have changed, STARS team members continue to be motivated by our passion for saving more lives and our desire to be the disruptive innovator that contributes to transformation in the health-care system.

As we’ve grown and evolved, STARS has never wavered from our mission. Fundamentally we believe that where you live – or work, play and travel – shouldn’t impact your chance of survival.

Brand Themes

There are five brand themes that we use to contextualize STARS. These themes define the core aspects of differentiation for our program, and articulate how we present these both internally and externally.

When speaking or writing about STARS, you should strive to centre your narrative about STARS around these language themes. You can draw from the language below, rephrasing it slightly to fit your own style and approach while maintaining the overall integrity of the messaging.

Your Best Hope in a Worst-case Scenario

We specialize in the most acute, life-threatening illnesses and injuries. When the very worst happens, we’re the people to call. Our team’s advanced, focused expertise in critical care makes us a vital resource for doctors and other emergency responders.

  • Most patients will never need us. Our job is to always be ready for the ones who do. People who are facing the most urgent, life-threatening health emergencies that medical professionals will ever see.

  • We’re a trusted partner for when doctors and emergency responders need access to our higher-level of expertise.

  • We hire the best nurses, paramedics, and doctors, and train them to tackle the toughest cases they’ll see in their career.

  • The most pivotal advantage of our mobile ICUs is that patients start receiving life-saving care right away. What happens in those first moments can be the difference between life and death, or permanent damage and full recovery.

More than Transport

Whether by air, ground, or satellite link, the expert care delivered by our doctors, nurses, and paramedics comes in many forms. The STARS Emergency Link Centre also acts as a critical care logistics hub, connecting patients with help beyond STARS.

  • We are wherever we need to be, using any transportation and tools necessary to reach our patients and deliver the care that can save their lives.

  • For some patients, a helicopter is the right method to respond. For others, our teams will go by airplane or ground ambulances. Often, our physicians can diagnose and provide care guidance directly through phone or video link.

  • The STARS Emergency Link Centre specializes in bringing together all the healthcare and emergency response professionals who are working to help you survive.

Anyone, Anywhere

It doesn’t matter who you are. It doesn’t matter where you are. If you need critical care, our mission is to be there for you – physically or virtually, in whatever capacity we can help.

  • We’re your insurance for when the unthinkable happens. You never want to see us, but you always want to know we’re there for you.

  • STARS is for everyone. Urban, rural and remote; young and old; at home and away from home. If you need us, we answer.

  • No one plans to have a serious medical emergency. Any one of us can experience a life-changing incident or medical complication whether or not we’re close to care. That’s why we exist.

Built by the Community, for the Community

STARS is a charitable not-for-profit organization that responds to community needs. To do this, we rely on a model that blends support from several sources.

  • When you support STARS, you enable us to deliver care anywhere it’s required. You propel our innovation, allowing us to deliver leading-edge care that saves lives.

  • We are a trusted partner of governments and health authorities, responsible for providing the highest level of care in our communities.

  • Communities share a sense of duty, ensuring every one of us has access to care when we need it the most.

We Shape the Future of Critical Care

Technology and medical care are always evolving. We are innovators who find and create new opportunities to save lives. We educate, consult, and share our expertise with others who can benefit – with the goal of advancing care for all.

  • The field of critical care changes rapidly. We stay on the leading edge of new advances in technology and medicine that create new possibilities for our patients and partners.

  • Research and education are central to our work, and we find ways to grow the knowledge and skills that will impact care in the years to come.

  • Critical care will look very different in the future than it does today. We’re flexible, capable, and focused on shaping the future.

Values

Safety
Safety
Teamwork
Teamwork
Accountability
Accountability
Respect
Respect
Spirit
Spirit

Everything we do is grounded in our values.

Since the inception of STARS, common values have formed the foundation from which our organization has grown. STARS values define who we are and fulfill our mission to serve the next patient. STARS values unite us with a set of enduring, passionate and commonly held expectations.