Medibank has launched ‘Joy’ – an immersive VR experience for hospital patients to enjoy over the festive season.
Joy is designed to provide a comforting environment which helps alleviate feelings of social isolation and loneliness. The initiative was conceived by agency B.B.E, alongside VR specialists Liminal, in response to new Medibank research which found loneliness is a growing issue, and Aussies with health concerns are amongst those most at risk.
With Joy landing in partner hospitals yesterday, the initiative is being launched with a digitally-led PR and content campaign encouraging Aussies to visit their loved ones this Christmas. The campaign will be supported by a paid media strategy focused entirely on social, and kicks off via a 90-second video content piece, which is being pushed out across Facebook, YouTube and Instagram.
Medibank general manager – marketing, Fiona Le Brocq said “Medibank is for the better health of all Australians – whether they’re in good health, in recovery, or living with health issues. We’re looking into all kinds of ways to demonstrate this – and this latest initiative is just one of those ways.
“The power of VR is becoming increasingly realised, and globally, we’re seeing the technology being applied to support various health issues – from pain management to PTSD treatment. Knowing the high prevalence of loneliness amongst those in hospital – and that the issue is likely to peak over the festive season – we wanted to see how we could help.
“Through Joy, we’re excited to be the first Aussie health insurer to explore the vast potential of virtual reality. To help people be healthier in this way is truly fantastic.”
Joy is a storytelling experience, and each of the stories is narrated by a Medibank staff member – including Fiona Le Brocq. The experience is available exclusively on Google Daydream View — marking one of the first global brand activations on the newly-launched headset.
Liminal Clinical Neuroscientist and Neuropsychologist, Sami Yamin, said, “Medibank’s research shows many hospital patients suffer from loneliness, but feel too unwell to do something about it. Knowing this, we’ve helped create an experience which transports patients from their current situation and allows them to feel unencumbered by their physical constraints for a while.
“Joy was conceived out of extensive research into the known alleviations of loneliness — including pet therapy, bibliotherapy and the incorporation of nature scenes — resulting in an experience which takes patients to a virtual world where they can feel comfort and connection.”
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]