We wanted the campaign to be experiential and memorable; an immersive experience that HCPs had not had before. We decided to use virtual reality, allowing users to immerse themselves into a completely different world. By asking the HCPs to view the world through the eyes of a patient, to see and feel things from a different perspective, we hoped the HCPs would discover the patients behind the condition…

The campaign title ‘In My Shoes’ and the simple shoeprint design we created with an informal font was very translatable and simple to understand for all. The logo and branding were used on all materials and aspects of the campaign.

Campaign in 3 phases:

Content development: To ensure the campaign resonated at an emotional and rational level to drive behaviour change, we reviewed 120 patient stories collected across Europe, and partnered with HCPs to develop three scenarios that depicted common challenges of ADHD patients.

Immersive experience: We transformed our stories into an immersive 3D experience using Oculus Rift technology. This perspective allowed the user to see/experience the emotions/reactions of people surrounding a person with ADHD.

Campaign launch: At a Shire-sponsored, standalone HCP meeting in Stockholm (200+ HCPs).

Emotive words on shoe-print stickers and scene-setting quotes and imagery on the wall created curiosity and directed people to the booth. Participants sat in pod-like chairs and viewed the immersive experience using Oculus Rift headgear. After the experience, participants were exposed to the campaign call to action “Discover the person behind the condition” and left their feedback on a large chalkboard wall.

Challenging perceptions: We created a campaign to challenge perceptions, build emotional connections and empathy for those living with ADHD across the lifespan. The content was grounded in patient insight – 3 scenarios developed based on 120 real life patient stories from 9 countries. We received powerful HCP endorsement: 72% of participants said they would implement insights from ‘In My Shoes’. Chalkboard feedback also demonstrated the emotional reactions HCPs felt having immersed themselves in the lives of their patients.

HCP engagement: Over 200 HCPs experienced the campaign – it was successfully rolled out in multiple locations following launch and was requested by a HCP for a local conference in the UK. The campaign is currently being transformed for use with Samsung Gear technology, so that it can be used at additional local events.