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Pfizer uses augmented reflection technology for mental health campaign

Teams up with Anxiety UK to raise awareness of GAD

Pfizer augmented reflection campaign 

One of the striking images from Pfizer's video 

Pfizer UK has launched a new campaign that uses augmented reflection technology to raise awareness of generalised anxiety disorder (GAD).

The technology is based on a digitally enhanced mirror that blends the viewer's actual reflection with additional pictures and graphics to create an immersive experience.

In Pfizer's case, as the new Let's Talk about GAD video shows, augmented reflection is used to convey what it is like to live with GAD symptoms.

The pharma company held a Let's Talk about GAD Augmented Reflection Live event for students in Manchester, and the video captures their reactions to symptoms, such as a constant 'gnawing feeling' that something is wrong.

The pharma company produced the campaign in association with patient group Anxiety UK and based it on insights from people suffering from the condition.

Often a little known condition, GAD is estimated to affect one in 20 adults in Britain and is one of the most common mental health conditions seen by GPs in the UK.

While Pfizer's use of augmented reflection is thought to be the first time the technique has been used by pharma, other potential health applications of the emerging technology are under investigation.

In September New Zealand researchers published a clinical feasibility study on its use within the stroke rehabilitation game TheraMen.

The system amplifies users' hand movements to 'fool the brain' so that small actual gestures lead to a perception that they are making larger movements. This in turn led to high levels of motivation and engagement from study participants.

29th November 2012

From: Marketing

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