The 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, conceptualised in association with m/SIX India, 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 stepping up in 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 effortlessly take a photograph and quickly attach a credit card-sized instant photo print of themselves to their medical gowns. 

Haruto Iwata, managing director, Fujifilm India, said, “In line with our initiative to spread joy with our Instax range of cameras, this program 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."

Tribhuwan Joshi, lead brand communication, public relations & CSR, said, “With our campaign ‘connecting hearts’ we wish to pay our salute to the healthcare professionals all over India fighting the battle at the frontlines to minimise the growing nervousness for Covid-19. With our initiative quickly revealing the happy and comforting face behind the PPE, healthcare staff and patients have noticed a sense of calmness, relaxation and empathy in the most challenging of circumstances that these patients are currently facing. With this we aim to take our motto, ‘never stop, believing in smiles’ forward and spread a ray of positivity and hope among the people combating each day with the unparalleled disease.”

Saket Sinha, senior vice-president and head of m/SIX India said, “The last few months have been very challenging and overwhelming for every individual globally. We are all coping with the ‘new normal’ and adapting to a ‘masked’ life together. We had the opportunity to work with Fujifilm India and as part of this collaboration our teams reached out to multi-specialty hospitals across Delhi and Bangalore and connected with the health workers. Our team along with Fujifilm did a stellar job in capturing the happy faces of the health workers just to put a smile on their faces when they needed it the most. Amongst us all, they are the ones who are fighting at the frontlines to save people’s lives. The m/SIX content plus team and Fujifilm with this small video, shed light on our warriors through this great initiative and proved that humanity can still be alive while facing a pandemic.”

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 Bangalore, and there are plans on extending this number further. Fortis, Vasant Kunj, Hindu Rao hospital, Sarvodaya Hospital, Faridabad and Maharaja Agrasen hospital are some on the hospitals in Delhi and Medirad diagnostic, Whitefield, Chinmaya mission hospital, St Martha's hospital are some of the hospitals in Bangalore where Instax cameras and prints have been contributed, among other reputed hospitals.