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with the Cube of Life: an emotional engagement tool containing the image and story of a hypothetical patient, with a pulsing light to mimic the rhythm of breathing. Each delegate visiting the stand was given a Cube which used infrared to track their progress around the booth, shining brighter each time they engaged with key information.

The delegates were then asked to show their commitment to addressing the unmet need in lung failure by signing their Cubes and adding them to an ever growing, evolving art installation on the booth. This tangible reminder of patient lives – that was literally in delegates’ hands – was the most impactful part of our congress strategy.