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Instant smiles all round thanks to Fujifilm donation

02 Oct 2020 15:22:29
instax camera

There have been picture perfect smiles all round thanks to a donation to the Rotherham Hospital and Community Charity from Fujifilm.

The camera giant donated two instax instant cameras to the charity to help bring the faces of colleagues at The Rotherham NHS Foundation Trust, now mostly covered with masks, to life for patients and their families. 

The Trust’s Midwives, based on the Delivery Suite and Wharncliffe Ward, received one of the cameras to take pictures of colleagues without their masks to display on the ward. 

Midwife Sarah Neal said: “We know it’s extremely important that we continue to wear masks during the Covid pandemic to keep everyone safe, but we are mindful that we don’t want it to affect the relationships we have with the women we care for who will sadly never have seen what their midwife actually looks like. It’s a really tough situation.

“Our role is to make strong and trusting relationships with women and their families very quickly, so that we can be part of what is the most special time in their lives. We build a special bond, often in very emotive circumstances. Our job is very interactive and tactile and we perform a lot of non-verbal communication and reassurances with our faces and our smiles. 

“We have been doing our best to reassure our women and their families that we are smiling as broadly as always behind our masks. The amazing instax camera donation from Fujifilm has allowed us to do this even more by showcasing pictures of the Midwifery team. The pictures will be proudly displayed on the wards and we hope they will help women to feel they know us a little bit better.”

The second camera will be used by the Children’s Ward at Rotherham Hospital to develop a new guide to help children prepare for surgery.

Neill Harris, General Manager, Fujifilm UK Photo Imaging, said: "Donating instax cameras and film is just a small way in which Fujifilm can help the NHS through these challenging times, and we are so touched to hear that the power of instax is bringing comfort and reassurance to those receiving care on the maternity and children’s wards at The Rotherham NHS Foundation Trust. 

“From all of us at Fujifilm, we extend our thanks and best wishes to all staff working hard on the frontline across the Trust.”

The gift from Fujifilm is one of almost 250 donations received by the Rotherham Hospital and Community Charity during Covid-19. The charity has received overwhelming support from Trust colleagues, individuals, businesses and community groups from Rotherham and beyond since March 2020. 

This has included donations staff and patients ranging from Personal Protective Equipment, refreshments, hand-made scrubs and laundry bags, Amazon Wish List parcels, Easter eggs and toiletries.

Martin Havenhand, Chairman of the Trust, said: “The charity has received some incredibly thoughtful donations during the Covid-19 pandemic which have really lifted the spirits of our colleagues when it mattered the most. The cameras from Fujifilm are another incredible example of that generosity and affection we’ve seen for the NHS. It’s great to see staff in Maternity Services and on the Children’s Ward put them to such good use.”