We believe ...

...that everyone need to #ShowMoreSpine and be empowered to call out situations whenever excessive medicine is working to capture more people in its web.  We believe that squidgy guidelines don’t have the patient’s best interests at heart, and overly wide disease definitions need to be challenged, confronted, debated and changed.

   We love ...

...a stiff backbone, those who are not afraid to stand tall against excessive and unnecessary medical interventions imposed on healthy people.  We love to see action and debate and we want to see these controversies discussed openly and fully with all concerned.

   We are committed to ...

...building a movement of like-minded people, people willing to #ShowMoreSpine and commit to sharing ideas and strategies that can counter the squidgieness that we know is threatening to hurt us all.


Teppo Järvinen - Founder & Chief Changemaker

Professor of Orthopedics and Traumatology at University of Helsinki and Helsinki University Central Hospital, Helsinki, Finland


Fun fact: if Dr. Järvinen has a spare moment he enjoys playing Padel (a new sport that is a mashup of tennis, squash and badminton) and cheering for Tappara, a Finnish hockey team from his hometown.

Roope Kalske - Clinical and Project Lead

University of Helsinki, Helsinki, Finland


I am an ambitious doctor and a father of three. For over three years I have gathered clinical experience in various locations, as well on the public and private sides of health care. Although finding clinical work more interesting by every treated patient I feel a growing compulsion to understand and design the structures and functions of our health care system.

Alan Cassels - Chief Strategist

Alan Cassels is an independent health policy researcher and holds an adjunct faculty position in the Faculty of Human and Social Development at the University of Victoria.


Mr. Cassels has worked on research and evaluation studies for over 20 years focusing on evaluating drug benefits policies, consumer drug information, and influences on prescribing. A strong and outspoken proponent on the rational use of medicine, he has participated in numerous studies and written many reports on how clinical research information on pharmaceuticals and medical screening is communicated to policy-makers, prescribers, and consumers.

He coauthored an international bestseller, Selling Sickness (2005) with Ray Moynihan about the role of the pharmaceutical industry in creating and marketing illness. In 2012, he published Seeking Sickness: Medical Screening and the Misguided Hunt for Disease. His latest book is The Cochrane Collaboration: Medicine’s Best Kept Secret. He currently researches and writes on overdiagnosis and overtreatment.


Fun fact:  Alan rides a unicycle and once wrestled with an octopus (but not at the same time)

Malcolm Willett - Creative Director/Lead

Malcolm is an artist designer living and working in London. Amongst other publications, he draws illustrations and cartoons for the British Medical Journal (BMJ). He has begun creating animations, of which “Squidgy Guidelines” is his first. Recently completed one of the largest murals in London and designed the BMJ Awards trophy. He studied Biochemistry at university but his artistic side won over from the scientific. His greatest satisfaction comes from using creative ways to illustrate scientific ideas.


“Always interested in new technologies…. I’m planning to use virtual reality to design three dimensional artworks, when I can afford the kit!”


His website is mwillett.myportfolio.com


Ajay Puri - Engagement Lead

Ajay is committed to creating and helping others create social movements. He has 15 years experience in empowering communities and creating social change in the non-profit, academic, government and social innovation sectors.


Mr. Puri was acknowledged for his work as a featured TEDx speaker, recognized as one of Canada's top five volunteers in CBC's Champions of Change contest, and selected as #30PeopleYouShouldKnow.


Most recently, he led the digital media and engagement team for the BC Patient Safety & Quality Council.

He has also co-founded many movement based organizations including: Changemakers Vancouver, #EastVanLove, Bee Vancity, and RangiChangi Roots. He currently sits on the Leadership Council of the David Suzuki Foundation and the Advisory Board of the Web of Change and Social Change Institute at the Hollyhock Leadership Institute. He teaches / mentors at SFU RADIUS Ventures and Groundswell Social Ventures.


An ominous stingray who glides across the ocean floor.

Double D

See the characters in action

Join our campaign


Squidgy is a jellyfish who has no spine. He often gets squeezed and taunted because he has no spine. When you squeeze him, his eyeballs bulge and his head grows in size. Squidgy is the #ShowMoreSpine Mascot


Are patients with vertebral fractures (or not) who swim down to consult

the healer crab.


Are independent fish who swim about with very sturdy backbones.


In the Life Sciences business, he has a special relationship with Squidgy and protects him.


A highly intelligent but overworked healer crab who sees patients.