•Since 2007, Chugai Pharmaceutical has been promoting cancer education and awareness initiatives at booths in the nationwide Relay for Life Japan (RFL) charity events to support cancer patients and their families. However, after launching an iPad-based quiz in 2013, the number of visitors to the Chugai booths declined and they were looking for a program to increase visitors and encourage engagement.

•The goals for the new program were to: 1. Attract visitors and be a highlight of RFL; 2. Promote awareness of cancer, and 3. Be an interactive opportunity to learn about cancer. Our proposal won a five-company competition, and was adopted and implemented.

•Ran the program at the Chugai exhibition booth at 21 nationwide RFL venues.

•Attracted visitors to the booth using flyers and banners, and provided visitors with a VR experience by having them look through the VR viewer to see the VR world displayed using smartphones.

•The visitor looks for a person in the video who should go for a breast cancer screening, and learns about its importance by using VR to experience a screening at a hospital, view the intracellular world, watch cancer cells divide and see them being removed.