Preventive medical communication has been the same for decades. Having slowly moved into a blind spot. Since 2012, more art galleries and exhibition centres have opened in Dubai than anywhere else in the region. Making this city the art and culture capital of the Middle East. While most health-related posters go unnoticed, a work of art never fails to make the people of Dubai stop in their tracks. We needed to grab the attention of an audience that cared more about art than their own health.

We infiltrated some of the most popular art exhibitions in the city and added some of our own masterpieces that looked like the work of fine artists. But were actually created by deadly germs. Each piece spread awareness about the diseases caused and how to prevent them. Seeding an infectious idea that helps prevent infections.

These works of art were also displayed across every Medcare hospital and medical centre, where they caught the attention of every patient that walked in.

When seen under the microscope, deadly bacteria and viruses look like ordinary germs. These images have been used so often over the last few decades that they are no longer perceived as threats. But rather as medical imagery that is unimpressive, to say the least.

Although, when looked out of context, one could easily mistake images of these germs for contemporary art. So we recreated microscopic images of some of the deadliest germs that threaten the lives of the people in Dubai and turned them into posters that looked like masterpieces created by contemporary artists.

These works of art were also displayed across every Medcare hospital and medical centre, where they caught the attention of every patient that walked in.

- 23% increase in visits to medcare.ae

- Over 1000 visitors experienced the pieces across 5 art exhibitions

- Some even inquired about buying the pieces

- Talks are in progress with The Louvre Abu Dhabi, to make one of the pieces a part of their

permanent collection.