Organization of activities for the St. Petersburg stand within the thematic season "Healthy" at the "Russia" Exhibition and Forum

The "Russia" International Exhibition and Forum is the largest event that brought together expositions from 89 regions of Russia, leading federal departments, corporations, and public organizations. The exhibition was held from November 4, 2023, to April 12, 2024, on the territory of VDNKh in Moscow.

The 4D agency was tasked with conducting various activities at the St. Petersburg Health Committee's stand during the thematic season "Healthy". Our mission was to convey to the event's guests the significant events and achievements in the field of healthcare in St. Petersburg, to demonstrate the technological and innovative aspects of St. Petersburg medicine, and to stimulate medical tourism through organized activities. We decided to transform the stand into a true modern interactive museum, which presents information to visitors in the form of a dynamic and engaging experience using phygital technologies. Instead of passive observation, the main focus was on active participation: visitors could touch the exhibits, explore them, and interact with them directly.

Every visitor to the stand could undergo a quick check-up at the reception and receive the results with recommendations via a QR code on the landing page, where free medical institutions in St. Petersburg were listed. Visitors could also use VR glasses to see the gradual deterioration of vision and headphones to understand how people with hearing impairments hear. In the multimedia map of the city, medical facilities could be seen, and when interacting with the control console (special decorative-electronic panels created by our designers and programmers), additional information would appear on the map.

The stand offered daily master classes for children on medicine for the youngest visitors, a "Healthy Lifestyle" workshop, the "Stand Quest" game, and an evening workout with fitness bands. For adults, there was a lunchtime Zumba - a wellness master class led by a professional trainer, a "Healthy Lifestyle" workshop, the "Stand Quest" game, and a quiz on first aid.

Special guest ambassadors were invited, some of them included:

- Evgeny Vladimirovich Shlyakhto - Russian scientist, cardiologist, academician of the Russian Academy of Sciences, General Director of the V.A. Almazov National Medical Research Center;
- Pyotr Kazimirovich Yablonsky - Doctor of the highest category, Doctor of Medical Sciences, Professor, Honored Doctor of the Russian Federation. Director of the St. Petersburg Research Institute of Phthisiopulmonology of the Ministry of Health of Russia;
- Vasily Georgievich Gerello - Soviet and Russian opera singer (baritone), soloist of the Mariinsky Theatre since 1990, People's Artist of Russia;
- Elizaveta Mikhailovna Boyarskaya - Russian theater and film actress. Honored Artist of the Russian Federation;
- Elena Vasilievna Malysheva - TV presenter;
- Lada Anatolyevna Ivanova - Head of the maternity department of Maternity Hospital No. 10;
- Yulia Vladimirovna Gorelik - Head of the largest neonatal intensive care unit in Russia;
- Ilya Ilyich Glinikov - actor.

There was also a meeting with the Minister of Health of St. Petersburg and the opening ceremony of two polyclinics. Renowned doctors, actors, writers, and prominent scientific and political figures also gave speeches.

The agency's scope of work:

- Development of the program scenario;
- Technical support for the venue;
- Invitation and coordination of celebrities and ambassadors;
- Photography;
- PR support for the event.