Irrfan Khan joins National Geographic Channel to raise awareness about medical emergencies

Irrfan Khan joins National Geographic Channel to raise awareness about medical emergencies


New Delhi, 26 June, 2013: At some point in our lives, we have been faced with or witnessed situations that are life threatening to us, our loved ones or complete strangers. But are we really prepared to face such critical situations and ensure that we play our part that could help save a life? Recognizing the need to sensitize people and taking the lead in making them emergency ready, National Geographic Channel, in association with Medanta Hospital, launches the ‘Be Emergency Ready!’ initiative. Supporting the social campaign would be National Award winning actor Irrfan Khan. He would reinforce the urgency and necessity of being emergency sensitive and urge people to do their bit during difficult situations.

The campaign will kick-start with TV films featuring Irrfan Khan wherein he talks about the three important aspects of handling emergencies- Knowledge, Value of Time and Action and these can result in saving precious lives. It will then move on-ground with special emergency workshops designed by seasoned Medanta doctors across corporate houses in cities like Mumbai and Delhi. Engaging with the tech savvy online audience, the campaign will encourage people to share their inspirational stories relating to emergency situations.

Elaborating on the launch of the campaign, Ms. Debarpita Banerjee, VP Marketing, NGC and FOX International Channels, said, “For the first time in India, cameras have gone inside a multi-specialty emergency room. While Medanta allows NGC to show what all goes into saving lives once inside the ER, almost every expert agrees that a lot needs to be done to sensitize people before a case enters the ER. Half the battle is won if people know how to deal with heart attacks, road accident victims, burns and trauma cases. This campaign is an effort to shake apathy, spread awareness and equip people with the know-how when it comes to medical emergencies.”

Talking about his association with Nat Geo’s Be Emergency Ready campaign, actor Irrfan Khan said, “There is a certain negligence and dehumanization that plagues the society today. I am glad that a credible entity like National Geographic Channel has come forth to take forward this cause. I am happy and proud to be a part of this campaign and will do my bit in educating audiences. It will also be insightful for the viewers to watch the show ‘Emergency Room’ and recognize real life tensions and how it affects those who are dealing with it.”

Dr. Naresh Trehan, Chairman and Managing Director, Medanta, added, “‘Be Emergency Ready!’ is an effort to allay the deep fear in people’s mind for those who are confronted with serious injuries. The main aim is to showcase that lending help at appropriate emergency call can reverse the tragedy. Our vision is to communicate the need for a dedicated & efficient team in order to deliver care of the highest quality to the victim.”

The campaign focuses on sensitizing a society that displays marked indifference and educating them on emergency etiquettes. Spanning across on-ground and on-line mediums, the campaign culminates into a TV series – Emergency Room on National Geographic Channel that will showcase the realities that unfold within the four walls of an emergency ward of a hospital. To become a part of this this change, log on to - and share your story or learn how to be Emergency ready!

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