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Reference : V-F-CR-F-02223
Date : 03/2016
Country/Region : PAKISTAN
Title : Pakistan : Health care in danger campaign : TV spot
Duration : 00:01:55
Director : unknown
Cameraman : unknown
Editor : unknown
Confidentiality level : public
Publication restrictions : publication without restrictions
Copyright : ICRC
Production company : ICRC
ICRC producer :
Description : In March 2016, a public-service campaign was launched in Karachi to get motorists to give way to ambulances and generally increase respect for ambulance services. Joining forces for this important cause are : the International Committee of the Red Cross (ICRC), Edhi Foundation, Aman Foundation, Indus Hospital, Jinnah Postgraduate Medical Centre and Jinnah Sindh Medical University. Samaa TV and Samaa FM are the media partners for the campaign. The ICRC is also planning to work with government authorities to enact legislation requiring drivers to make way for ambulances on roads.
In November 2015, the ICRC and its partners released the results of a study on violence against health care in Karachi. It found that, of all health-care professionals, ambulance staff were the most vulnerable to violence. In the 12 months leading up to the study, 66% of ambulance drivers had experienced either verbal or physical violence.
Failing to give ambulances the right of way is also a form of violence. It is violence against medical staff, but first and foremost against the patients, because it jeopardizes their survival.
For the campaign, a number of media outlets have been contacted to run public-awareness messages, host talk shows that highlight the lifesaving work of ambulance services and inform the general public of their civic duty.
Original language : English
English title : Pakistan : Health care in danger campaign : TV spot
Colour/B&W : colour
Resolution : 1280 x 720
Aspect ratio : 16/9
Original material/format : H264
Best material/format available : ProRes 422