To the doctors and their political allies in the Liberal, Progressive Conservative and Social Credit parties, such a plan was an unwarranted intrusion on private enterprise. Indeed, the only role that the College of Physicians and Surgeons of Saskatchewan (CPSS) saw for the government was paying the costs for indigents. As a result, the CPSS charged each of its members a special levy to build up a fund to pay for an advertising campaign against the government. Four days before the election, full-page advertisements like the following appeared in Saskatchewan papers:
“Compulsory state medicine” was the doctors’ term for systems similar to those found in the Union of Soviet Socialist Republics and some European countries. Since Canada, like its North Atlantic Treaty Organization (NATO) allies, was engaged in the Cold War, this type of rhetoric resonated with people who feared loss of democracy and freedom of choice. But when the ballots were counted on June 8, 1960, Douglas and the CCF had won 38 of 54 seats and 41 per cent of the popular vote. Although this indicated strong support for the medical services insurance plan among CCF supporters, opponents saw a growing division between the medical profession and the government.