Over the past three years, we’ve partnered with Healthy Pictou County on an evolving multimedia campaign aimed at healthcare recruitment and community promotion, funded through the Office of Healthcare Professionals Recruitment (OHPR). Our work spans two strategic phases while we are undergoing the third currently:

Phase 1: VR Recruitment Video + Traditional 2D Storytelling

We produced a host-led, passive 360° VR video offering a visual journey through Pictou County’s healthcare facilities and lifestyle amenities. The video balanced clinical spaces within the hospital with natural beauty—beaches, parks, and neighbourhoods—highlighting the exceptional work-life balance available to healthcare professionals. A companion 2D video featured diverse healthcare workers, including newcomers, sharing their experiences raising families, accessing the Halifax airport, and enjoying the region’s recreational lifestyle.


Phase 2: Virtual Healthy Pictou County Hub

Expanding on the content created in Phase 1, we developed an interactive, web-based “choose-your-own-adventure” platform. This immersive tool allows users to explore spaces like the Aberdeen Hospital, local restaurants, trails, and beaches through 360° video layered with multimedia content. Designed for VR headsets but fully accessible on desktop and mobile devices, the Hub enables global access to the region and serves as a flexible tool for both recruitment and community promotion.

NBM // BRAEVR created a fully customized immersive experience that reflects the real lives of healthcare professionals and the fabric of the Pictou County community. With intuitive navigation, video testimonials, embedded maps, and visuals captured across more than 25 locations, the Virtual Healthy Pictou County Hub provides recruiters with a consistent, high-quality tool to inspire and inform candidates—no matter where they are.

The project has been widely adopted by recruitment teams and is now a core part of Healthy Pictou County’s outreach. It has:


Helped attract candidates who might have otherwise overlooked the region

Reduced barriers in the recruitment journey by giving prospective hires a sense of place before visiting

Supported international professionals with culturally relevant, accessible content

Sparked interest in replicating the model for other regions across Nova Scotia


The Virtual Hub is now seen as a benchmark in healthcare recruitment storytelling—authentic, effective, and community-driven.