“Healthy” Thematic Season

According to a study by the NAFI Analytical Centre, one in four Russians neglects routine medical examinations. 16% of Russians last underwent a comprehensive preventive examination more than four years ago, and 10% have never visited a clinic without acute complaints.

The main objectives of the St Petersburg's stand at the "Healthy" thematic season at the "Russia" Exhibition-Forum were:

- showcasing the city's healthcare achievements;

- transforming public stereotypes about state medicine now represented by modern, innovative clinics on par with private ones);

- drawing Russians’ attention to health and the importance of preventative measures.

Amid fierce competition at Russia’s largest exhibition, we took a unique approach: we transformed the stand into a modern interactive museum featuring Phygital, VR and AR technologies, turning communication into an emotional experience.

As a result: 67.5K visitors in total. Up to 15K people visited the stand every day, with 2 to 5 journalists working there, including film crew. Despite most attendees being non-residents, primarily there for entertainment, over 1.3 million people eventually booked appointments with St Petersburg doctors via the landing page.

The media coverage of the event reached 26 million people (141 media publications, including major TV channels).

The "Health Week" project at the "Russia" Exhibition-Forum contributed to the Health Committee’s broader strategy of promoting medical examinations. By the end of 2024, a record number of St Petersburg residents underwent preventive examinations – over 3.8 million adults, which is almost 1.1 million more than the previous year.