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Twofour54 Tadreeb Hosts Abu Dhabi Health Service Company Sponsored Training Course For Leading UAE Media

17 July, Abu Dhabi, UAE 2011: twofour54 tadreeb, in conjunction with the Thomson Reuters Foundation, have hosted an advanced level Health Reporting training course for leading UAE print and broadcast media. The program was well supported with 15 local and regional healthcare journalists in attendance. It concluded on the 13^th of July with an official graduation reception.

With concerns relating to healthy living, diabetes and obesity on the rise in the UAE, twofour54 tadreeb hosted the course to help strengthen the UAE media's knowledge and understanding of the local health industry, and to improve the quality and accuracy of reporting on this subject across both print and broadcast media.

As part of its commitment to social responsibility, the course was underwritten by Abu Dhabi Health Services Company PJSC, better known as SEHA , the owner and operator of all the public hospitals and clinics of the Emirate of Abu Dhabi. Senior representatives of both twofour54 and SEHA attended the graduation reception.

Tony Orsten, CEO of twofour54 , commented: "The Health Reporting training course was developed to improve the local media's knowledge of the local health industry and the quality of media reporting to better serve our community. This is part of twofour54 tadreeb's ongoing commitment to strengthen the skills of media professionals in order to develop a sustainable media industry for the Middle East and North Africa."

Mohamed Al Hameli, Chief, Corporate Support Services for SEHA added: "We believe that the media plays a vital role in building an informed society; an informed public makes better choices, including choices in healthcare. We are dedicated to the development of a world class public healthcare system and it is in the public's interest that we support the media by helping them to inform the public knowledgably on all matters related to health."

The course was hands-on and practically focused to provide journalists with a sound understanding of the fundamentals of health reporting. Several core training principals were covered, including how to break a health related story, check sources and develop a structure tailored to the local market.

The trainees also attended a practical field trip to Sheikh Khalifa Medical City ( SKMC ,) managed by Cleveland Clinic, where reporters took a tour of the facilities and were able to learn more about key issues such as patient confidentiality, specialised diagnostic testing, the new paediatric emergency room under construction and background on how the provision of healthcare in the Emirate of Abu Dhabi was being aligned with the strategic initiatives of the government of Abu Dhabi and its 2030 Plan.

"We spent the morning and early afternoon with the journalists, touring the Sheikh Khaifa Medical City and its facilities", said Farah Al Alami, Senior Officer, Medial and Marketing for SKMC . "We were able to meet some of our senior medical team and we brought in a former patient for them to interview on her medical emergency and recovery. We also provided an overview of the new healthcare landscape of Abu Dhabi and the tremendous transformation that has occurred in the past four years. I think we all benefited from the interaction and exchange of information and I am glad SEHA could help support the training program for our journalist colleagues," she concluded.

-Ends-

About twofour54
twofour54 is an Abu Dhabi government initiative and an integral part of its 2030 plan, which seeks to diversify the Emirate's economy and establish the Emirate as the cultural capital of the Middle East.

twofour54 's vision is to establish a sustainable Arabic media and entertainment content creation industry in Abu Dhabi; a regional centre of excellence which is internationally renowned. The aim is to stimulate creative and professional partnerships in the television, radio, film, publishing, online, mobile, music, gaming and animation industries.

The company provides a collaborative and supportive ecosystem that will allow the establishment of a world-class media industry for the Middle East and North Africa (MENA) region. The focus is on developing Arabic media and entertainment content by Arabs and for the Arab audience.

twofour54 delivers its advanced cohesive infrastructure through three key pillars: twofour54 tadreeb (the training academy), twofour54 ibtikar (innovation and support) and twofour54 intaj (state-of-the-art production facilities) supported by business enabler twofour54 tawasol (one-stop-shop).

twofour54 has already attracted several of the region and world's largest and most influential content creation companies, including CNN, BBC, Thomson Foundation, Rotana Studios, Financial Times, Abu Dhabi Media Company, imagenation, C Sky Pictures, Thomson Reuters Foundation, Flash, PyraMedia, Getmo Arabia, Experience Media Studios and Baynounah Media Company.

Each of these partners has recognised the vast opportunity that the Arab world represents for growth and has committed significant investment and resources to business initiatives that will be led out of twofour54 .

The name twofour54 is taken from Abu Dhabi's geographical coordinates, which are latitude 24 north, longitude 54 east. This name was chosen to symbolise Abu Dhabi's strategic position within the Middle East, which makes it the ideal location for the centre of excellence for content creation in the Arab region.

About the SEHA HealthSystem and the Abu Dhabi Health Services Company PJSC ( SEHA )
SEHA is health in Arabic. The Abu Dhabi Health Services Company PJSC- whose marketing identity is SEHA - is an independent, public joint stock company created to develop the curative activities of the public healthcare system in Abu Dhabi. The company owns and operates all the public hospitals and clinics of the Emirate of Abu Dhabi which together make up the SEHA HealthSystem. SEHA is committed to continuous improvement of customer care to recognized international standards and providing our customers and communities served world class healthcare. SEHA has partnered with internationally recognized hospital managers to achieve these goals. These include Johns Hopkins Medicine International, Cleveland Clinic Foundation, VAMED, Medical University of Vienna, Bumrungrad International and Fresenius Medical Care. SEHA owns and operates 12 hospitals with 2,644 beds, 62 ambulatory care, family care and urgent care centers and 2 blood banks. SEHA is one of the largest integrated healthcare providers in the Middle East with more than 17,000 doctors, nurses, ancillary care and administrative personnel in its employ. Visit our website at www.seha.ae.

For more information contact:
Ahmad Issa, Hill & Knowlton
Email: ahmad.issa@hillandknowlton.com
Phone: +971 (0)50 325 2670

© Press Release 2011