Ad Nut
Jun 1, 2017

Frightening VR surrounds viewer with internal naysayers

Project by Porter Novelli Melbourne addresses eating disorders, also shows potential of VR beyond frivolous commercial promotions.

A vivid reconstruction of what it's like to have internal voices constantly putting one down, the video above is unsettling. So much so that Ad Nut shudders to think what the full VR experience would be like. 

The clip is the result of a pro bono project by Porter Novelli Melbourne for the Butterfly Foundation, which works with people who suffer from eating disorders.

The agency says the idea was to explore VR's potential for building empathy. After the VR experience, the number of people who reported feeling empathetic towards sufferers of eating disorders doubled to 82 percent, and nearly two thirds said they would be more likely to support the Butterfly Foundation in the future, according to the agency. Common phrasing around eating disorders before viewing included ‘anorexia’, ‘skinny’ and ‘bulimia’, but most common after screening were ‘fear’, ‘anxiety’ and ‘stigma’.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

Omnicom 'incredibly well prepared' for IPG merger; ...

In Q4, Omnicom spent $14.6 million on 'acquisition transaction costs' related to its impending merger with IPG.

15 hours ago

China cracks down on Calvin Klein, Tommy Hilfiger ...

The announcement comes amid escalating US-China trade tensions, with Google and other US firms also under scrutiny.

15 hours ago

Assembly taps former Initiative CEO for Greater ...

EXCLUSIVE: Karen Ho joins the agency in a newly created role to drive growth in Greater China.

16 hours ago

Woolley Marketing: Walking the line between ...

Numerous holding companies, including WPP, Dentsu, and Publicis, are rebranding their agencies by shedding legacies. Darren Woolley asks would they advise clients to undertake similar transformations?