Emirates partners up to launch prevention campaign for chronic diseases

Today, NCDs, such as cardiovascular disease, diabetes, depression, and smoking-related disease are considered the leading cause of death and disability worldwide. Fortunately, many of these premature deaths can be averted through access to high quality prescription medicines and patient education that encourage positive lifestyle changes. In keeping with this strategy, the campaign, entitled "Health Matters with Dr Adam" consists of an animated series of videos featuring Bill, Jill, Will, and Phil – otherwise known as the 'Ill' family-- who embark on a health and wellness journey guided by a character named Dr Adam and a group of health and wellness specialists. The videos contain simple tips and messages that encourage individuals to adopt preventative health behaviours and habits, ultimately helping them lead longer, healthier and more productive lives.

The campaign was developed by Upjohn, a Pfizer division, in collaboration with Emirates Airline and the UAE Ministry of Health and Prevention. 'Health Matters with Dr. Adam' was unveiled today at a launch event attended by  H.E. Dr. Amin Al Amiri: Assistant Undersecretary of the Public Health Sector and Licensing Policy – MOHAP; Amrit Ray, Global President, Research and Development and Medical at Upjohn, a Pfizer division; Menassie Taddese, President at Upjohn in Emerging Markets; Ayman Mokhtar, General Manager at Upjohn in Gulf Cooperation Countries (GCC), and Adel Al Redha, Emirates' Chief Operating Officer, along with other key stakeholders in the medical community.

The videos are currently airing on ice, Emirates' in-flight entertainment system, complementing the airline's existing content on its health and wellness channels. Emirates will also be rolling out the videos to its 105,000-strong global workforce as part of its workplace wellbeing programme.

Adel Al Redha, Emirates' chief operating officer said: 'Today's launch is just one of the ways we are supporting both our employees and customers to cultivate healthy habits for their long-term wellbeing. Through our workplace wellbeing programme, we aim to provide appropriate guidance and resources, promote initiatives, and enable direct channels of communication to improve the health and wellbeing of our employees. Ultimately, looking after the wellbeing and happiness of our workforce is a good and valuable investment to ensure we have a strong, thriving long-term outcome at work and at home.

Al Redha added: "Our customers' choices and preferences are always a top priority when it comes to the content that we curate on ice. Health and wellbeing and holistic healthcare have become increasingly topical across all customer demographics and lifestyles, and we hope that the 'Health Matters' video series will provide useful information to our customers during their flight, day to day activities , and encourage them to adopt good, healthy habits to enjoy better lives."