Health care professionals challenged to ‘step into the shoes’ of rheumatoid arthritis sufferers

Pfizer and Webling have launched a virtual reality campaign inviting health care practitioners to ‘step into the shoes’ of Rheumatoid Arthritis (RA) sufferers.

The VR project shows the daily struggles of a sufferer and follows last year’s ‘living with RA’ campaign by fellow WPP agency Sudler Sydney.

The campaign aims to help medical practitioners understand the hardships of living with RA and help sufferers engage with their doctors on an emotional level.

Deniz Nalbantoglu, managing director of Webling Interactive said the campaign allows doctors to really empathise with their patients.

“The VR experience enables them to experience the difficulty of trying to undertake daily tasks such as simply turning a door handle or just getting out of bed; day-to- day tasks that can become a living nightmare for RA sufferers,” Nalbantoglu said.

Peter Bernard, managing director of Sudler Sydney, said the project was an example of creative work that happens when the two agencies collaborate.

“We’re proud to have partnered with Webling and Pfizer on this project, and can see many applications of this technology to achieve new insights for our clients and their customers,” Bernard noted.


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