United Arab Emirates, Dubai: Medcare, the premium division of Aster DM Healthcare, today revealed four commissioned pieces of ‘infectious art’ to raise awareness around preventative medicine against bacterial and viral diseases. Current preventative healthcare advertising has become redundant and despite offering potentially life-saving information, posters are usually overlooked. Medcare’s new artworks demonstrate an innovative approach to increasing disease awareness while focusing on the uncommon synergy between bacteria, viral disease and art.

Dubai is rapidly becoming the contemporary art hub of the Middle East, so the healthcare provider is capitalizing on the public’s love for art to positively impact their wellbeing. The one-of-a-kind art exhibition pieces were created by taking microscopic images of deadly germs including influenza, the measles virus, Escherichia coli and rotavirus, which were then interpreted into contemporary pieces of art by world-renowned Brazilian artist, Victor Portella. With titles such as “Plunging perspectives”, “Calming the sun”, “Rebirth of nature” and “The illusions of reality”, the art is sure to catch the attention of patients and art-admirers alike.

Health awareness campaigns are continuously focusing on prevention, but rarely cause behavioral change amongst patient groups. These commissioned images aim to capture patient attention and provide them with the necessary information to take steps against infection. Flu outbreaks and E. coli infections underline the need for such campaigns that call on patients to take simple everyday hygiene measures to maintain optimal health. Advice includes routine vaccinations for infants, frequent hand washing, properly preparing meat and food, and ensuring water is properly purified.

The art installations are also aligned with Medcare’s initiatives in promoting a healthier lifestyle throughout local communities by providing a comprehensive and integrated healthcare solution delivered in innovative and sustainable ways; ultimately providing patients with healthcare education to prevent the spread of diseases. The pieces will be displayed throughout art galleries in Dubai and within Medcare hospitals and medical centres.

“Preventative medical communications have been the same for decades, making the potentially lifesaving information contained on them easy to overlook – but there has never been a more important cause to raise awareness around” commented Andre Daoud, CEO Medcare Hospitals and Medical Centers. “With more fine art and design-driven festivals and exhibitions being introduced every year, Dubai is quickly becoming the contemporary art and culture hub of the Middle East region. So, we seized Dubai's rapidly growing love for art and turned it into a beneficial platform for the wellbeing of its people”.

“It’s always the simplest ideas that are the most effective. These germ-inspired works of art have transformed hygiene-related communication from the mundane to the memorable” said Rahul Nagpal, Partner & CEO Group Partnership.

“Each piece will spread awareness about the infectious disease, how it’s caused and what steps to take to prevent them” continued Daoud. “The concept behind this project is sensational and the positive behavioral change we can achieve throughout local communities can contribute significantly to the reduction of infectious and chronic disease. We’re seeding an infectious idea that helps to prevent infections”.

About Medcare Hospitals and Medical Centres

Medcare Hospitals and Medical Centres (Medcare), the premium healthcare division of Aster DM Healthcare, is one of the pioneering healthcare providers in the region.

With a focus on delivering a patient-centric journey as well as encouraging clinical excellence and state-of-the-art care, Medcare operates three multi-specialty hospitals including Medcare Hospital Safa Park Dubai, Medcare Hospital Sharjah and Medcare Women and Children Hospital in Dubai. In addition, it has two specialty centres and 12 multi-specialty centres in key locations across Dubai and Sharjah.

With a team of 350+ qualified healthcare professionals, Medcare promotes and supports the highest standards in preventive, curative and rehabilitative healthcare.

© Press Release 2019

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