The VR vaccine is an immersive experience that uses Virtual Reality to entertain children during the vaccination process. As the children enter the vaccination room, we invite them to participate on a VR adventure inside a super-hero themed land, we match the actions inside the experience to the actions in real life, applying the vaccine at the same time the Super-Heroes inside the VR experience apply a super-shield to the children's animated arm.

A shield that will then help the princess to save her kingdom. Our goal was to create something colorful and friendly. Everything was planned to make the children more calm and quiet during the process. The dialogues and even the colors are used to helps kids overcome the fear. We wanted to transform a traumatic experience in an experience they will want to repeat.

First we created a story that would explain to the kids what a vaccine means, we decided to show the analogy of a shield that when applied can help destroy enemies. Then we developed the animation and created the VR experience around it, transporting the kids to a special kingdom, where he interacts with a princess that will apply the shields.

A mobile application was then created to let parents and the medical staff to know everything that the kid was experiencing inside the VR gear and the right moments when to clean the area and apply the vaccine. And to finalize we decorate the rooms where the system was used and also developed band-aids that would serve as honor badges and connect even more the VR experience with the real experience.

We started this project in April, the highest flu month in Brazil, due to the colder weather, and got a huge visibility within the national and international press. We also launch a video case which impacted more than 7 million people in social networks only the 2 first months.

Furthermore, we reach the main communication vehicles of the country like G1( the main Brazilian website focus on news ) and the Globo News ( the most important breaking news channel from TV), besides mentions in other hundreds of newspapers, blogs, and magazines. The main results were: over 18 million people impacted and the Hermes Pardini stock market share price increased 4.65% in 2 weeks after the launch.

The work is relevant because, Hermes Pardini became alive as a brand by improving children's health directly, engaging its target audience with a live activation that encouraged children immunization using a VR technology. Never before have a Brazilian diagnostic laboratory brand tackled a health issue that way, with a live stunt experience so light hearted and funny it became a piece of content.

But most importantly, the stunt actively served its purpose, convert all the drama

into a positive adventure that engages immunization efforts.

Our main strategy consisted in the use of VR to transport kids out of the traditional vaccination moment, the cold and white environment of a hospital is transformed into a magical place and the vaccine stop being a hassle to become a form of entertainment. We created a 3 minute VR experience.

A Super-hero story that shows and helps convince kids that the vaccination they are getting is a shield that will protect them against villains both in the VR world and in real-life. This strategy allowed us to make a better experience for kids but also for the nurses that apply the vaccine and can apply them in kids that are calmer and not under stress.

Every year, hundreds of millions of children around the world have to face one of the scariest childhood villains: the vaccines’. The story is always the same, kids cry and scream when they see the needles. Moreover, this problem also affects parents and nurses. The parents fell guilty every time they have to take children to a vaccination clinic.

The nurse gets stressed out with crying kids that can move a lot during the process and force them to make an error. Hermes Pardini, one of the biggest brazilian laboratories and vaccination centers, wanted to tackle that issue with technology. Our brief was to help the Hermes Pardini to make the vaccine moment less painful to kids, parents, and nurses changing any negative perception linked to this process.