Creative Medical Education Programme or Campaign

More than half of asthma patients believe their condition isn’t taken seriously. But if doctors could see how terrifying it can be, they’d treat differently.

“Asthma Transplant” used actors, AI-driven face mapping, and voice modelling to show prominent asthma doctors a clone of themselves having an asthma attack, simulating what their flare-up would look like based on real patient stories.

By putting a familiar face on the condition, “Asthma Transplant” made an abstract experience feel deeply personal, moving doctors to truly understand the value of effective treatment.

Judges Comments

The “Asthma Transplant” is a truly impactful and creatively shocking way to show the condition, brilliantly designed to make doctors take the risk of flare-ups much more seriously and ensure that treatment for their patients is effective. To put the clinicians’ own faces onto the simulation to create a deeply personal experience is a masterstroke, and the fact that it is based on real patient stories adds to the authenticity of the experience.

The judges themselves felt very uncomfortable watching this, saying “It felt like I couldn’t breathe!” – proving how this campaign really captures the terrifying, high-risk nature of asthma attacks. Excellent execution of an arresting creative idea more than meets the challenge of making HCPs identify with patients’ reality, in a way that will be both memorable and inspiring, ultimately improving patient outcomes long into the future. A fantastic Gold!

Ravi Birdee, Valneva

The lid has been lifted on menopause, or has it? Research suggested that many HCPs lack training and confidence in discussing menopause, leading to misdiagnoses, inadequate support, or dismissal of symptoms. “The M Word” challenged UK HCPs with difficult-to-shift attitudes towards menopause to think differently.

Using the proposition that HCPs are overwhelmed with information, and prescriptive information may not “cut through”, the film seemingly wasn’t for doctors or geared to changing practice. In raw documentary style, men described serious medical symptoms and viewers assumed the worst. The menopause symptoms “reveal” created a powerful creative misdirection and engagement hook.

MAT-GB-NON-2026-00062
February 2026

HER2 was identified way back in 2004, but our understanding of this deadly lung cancer mutation is still lagging. Oncologists have been forced to accept the limited options in this disease. Meaning all patients can do is wait for a miracle.

Let’s end the wait.

Through lagging visuals, we broke through the stasis and brought real patient experiences to jittery life. This campaign shone an educational light on the true weight of waiting. But more importantly, it demanded active change and inspired oncologists to accelerate their understanding for the people that matter most – their patients.

This creative medical education programme was designed to re-engage healthcare professionals with a disease area widely perceived as well understood.

Using HoloPresenter, Box Bear’s immersive mixed reality platform, the experience placed HCPs at the centre of a large-scale, 360° visualisation of the RAAS pathway, enabling deeper exploration of aldosterone dysregulation and its role in hypertension.

Delivered at an international congress, the programme combined storytelling, science and spatial technology to reignite curiosity and deliver engaging medical education.

Vantive and Get Animated Medical present an immersive awareness initiative designed to disrupt the “haemodialysis (HD) by default” mindset in chronic kidney disease care.

Through cinematic 3D animation, the campaign follows Terry, whose life is consumed by the relentless cycle of HD, metaphorically depicted as a Ferris wheel. By rewinding to his diagnosis, the narrative challenges nephrologists to embrace shared decision-making (SDM) and consider peritoneal dialysis (PD) earlier.

Supported by interactive simulations, this AI-enhanced program transforms clinical data into an empathy-driven experience, empowering HCPs to prioritise patient quality of life through truly informed treatment choices.