My Work


posted: January 29, 2008

This past year is definitely a year with new and different projects for me.

5 months ago I was contacted by the Rabin Medical Center in Israel, to help them develop a campaign which, through the use of art would create conscience among medical stuff to keep viruses and bacteria away (by making sure they wash their hands repeatedly).
At first it seemed a very difficult subject to deal with. I wasn't sure what would be the right tone to use.
Gradually with the help of a nice group of people (mainly artist Roy Mordechay and the Artish Group) we created an interactive campaign to place in the hospital lobby.

The campaign consists of an instalation of bacteria sculptures.
We made the sculptures with Roy, and the idea was to show that the most trivial objects that exist in the hospital, from computer keyboards to door knobs, carry bacteria.
The 'bugs' are not happy, they are in trouble since they are behind a fence made out of a chain of clean hands. they have been 'caught', 'stopped'. (that was my usual answer whenever somebody would ask me: "isn't it going to be scary to have large bugs in the hospital lobby?"
These bugs are the stars of the campaign since they appear in posters all around the hospital reminding the staff to wash their hands.

The second part of the campaign is an interactive part. We printed large canvases of hands which have the bugs on them.  (they were their digital versions which my dear wife Janet designed with me)
Each staff member in the hospital received a small 'clean' hand and was asked to sign and personalized it and then glue it to the large canvas and cover a bug with it.  By doing that they were not only symbolically stopping a bug, but what's more important, committing themselves to be more careful and cautious in their daily routine work.
The idea is that only if everybody in the hospital signs in and joins forces the fight against bacteria will be successful.
Designer Michal Suday and copywriter Narda Ben Yaacov also took part in the campaign.

One hospital bug for you.

The bug and two friends.

That is at the entrance to the main lobby of the Rabin Medical Center.

Each unit and department in the hospital received their own canvas.

During the next weeks people will (hopefully) cover the bacteria with their signed hands.

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