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PPE-clad COVID warriors now need not be ‘faceless’ to their patients, thanks to Fujifilm India

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Harnessing the power of instant cameras from Fujifilm India, doctors or nurses can now click their photo and attach it to their medical gowns, thus building a better connect with patients

To reduce anxiety among patients and help them combat COVID-19 with congeniality and affection, imaging major Fujifilm India recently introduced their ‘Connecting Hearts’ campaign, a CSR initiative to strengthen the bond of Healthcare warriors and COVID-19 survivors.

A patient-focused programme, this involves sharing Instax cameras and films at hospitals to spread smiles across doctors and nurses working on the frontline during these times.

A digital film titled ‘Connecting Hearts’ dives into how  the healthcare heroes treating COVID-19 patients are required to wear a significant amount of personal protective equipment (PPE) to safeguard themselves from the threat of the disease.

The film highlights that in many cases, doctors and nurses treating patients have to obscure everything but their eyes, which in turn results in not being able to form a proper connection with their patients. The video iterates how healthcare professionals all over have been trying to find ways to connect better with patients in order to lessen the anxiety and stress induced by the disease.

With Fujifilm providing instax cameras and films, this initiative lets the doctors use the simplicity and accessibility of Instax instant photography to help easily distinguish themselves on their PPE. With instant cameras, doctors or nurses can now take a photograph and quickly attach a credit card-sized instant photo print of themselves to their medical gowns.

Commenting on this, Haruto Iwata, MD, Fujifilm India said, “In line with our initiative to spread joy with our Instax range of cameras, this programme is our subtle way of releasing stress in these unprecedented times. While photography may not be able to help in curing patients or protect healthcare staff, at Fujifilm, we believe it may actually cultivate a closer engagement between doctors and nurses and the patients they are treating. With this, we can share friendly faces of our health warriors from behind their PPE and remind them that there is a human on the other side of the gown, gloves, goggles and N95 mask.”

As per a release, the instax products offered so far have been prioritised to healthcare teams working in intensive care units and care on the coronavirus frontline. Till date, approximately 20 instax cameras and 400 instax prints have been shared with hospitals in Delhi and Bengaluru, and there are plans to expand this. Fortis, Vasant Kunj, Hindu Rao Hospital, Sarvodaya Hospital, Faridabad and Maharaja Agrasen hospital are some of the hospitals in Delhi while Medirad Diagnostic, Whitefield, Chinmaya Mission Hospital, St. Martha’s Hospital are some of the hospitals in Bengaluru where Instax cameras and prints have been contributed.

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