PR team: Six Degrees PR
Timescale: September-December 2008
University College Hospital teamed up with Glassworks, a computer animation company, to create the world's first virtual 3D heart, called HeartWorks, for medical students. This allows the university to teach cardiac anatomy and surgical procedures far better than previously, when there were no accurate teaching models. The technology used to enable the project was NVIDIA's graphics chips.
- To raise awareness of the medical breakthrough
- To educate the media on the new tool
- To increase the market for NVIDIA's graphics chips outside of its stronghold in computer games.
STRATEGY AND PLAN
The PR team held a media event at Escape Studios in London so journalists could see HeartWorks in action. Experts from Glassworks and University College Hospital demonstrated the technology. Target media were pre-briefed ahead of the event.
MEASUREMENT AND EVALUATION
The story was covered in the London Evening Standard, Metro, The Sun and Times Online. It also appeared on BBC World Service Health Check and Reuters TV filmed at University College Hospital.
The British Heart Foundation now features the heart on its website and TV ad.