Finalist
From Chaos to Equilibrium: How An Immersive VR Congress Ecosystem Transformed HCP Understanding of AAV at EULAR 2025
Summary of work
What if the human body were a planet, its delicate ecosystems thrown out of balance by the systems designed to protect it?
That was the world we invited clinicians to enter.
In ANCA-associated vasculitis (AAV), the alternative complement pathway turns destructive, driving a misdirected immune assault on the body's own blood vessels. Yet for many specialists, this biology remains invisible: too abstract, too complex to translate into clinical instinct.
At EULAR 2025, we launched a pioneering pilot, From Chaos to Equilibrium: an immersive VR journey that transformed the body into a living planet in crisis. HCPs explored burning landscapes of inflammation, then descended into the vascular tunnels where the disease begins. Light, sound and motion brought the complement cascade to life until TAVNEOS intervened to restore calm and balance.
Every objective was exceeded. 190 HCPs completed the experience – 26% above target – with an impressive 91% completion rate. Comprehension rose by 36%. Booth dwell time increased by 48%. Within eight weeks, eleven markets requested localisation. Critically, 81% of HCPs reported greater clinical confidence.
This congress activation transformed into a scientific catalyst, ensuring the mechanism wasn’t just understood, but felt – and once felt, never forgotten.
Judges’ comments
The entry from Havas Life London and CSL Vifor was well written and showed the quantitative outputs and outcomes. It had a clear pre/during/post plan and the tech was amazing and tied to clinical need. There was insight that HCPs learned from it, with a fully integrated ecosystem.
