Samsung uses the power of VR to help millennials fulfill their potential
Samsung’s #BeFearless campaign aims to help millennials overcome common fears such as fear of heights and public speaking through VR technology
Singapore – 8 December 2016 – Samsung today launched the #BeFearless campaign in Singapore, an
initiative targeted at helping millennials overcome their fears to unleash their fullest potential with the
help of VR technology. Millennials will be able to participate in a series of trainings using Samsung’s
#BeFearless VR app to help them overcome their fear*. This year’s campaign focuses on two common
fears – fear of heights and fear of public speaking. #BeFearless is a program that is part of Samsung’s
Launching People campaign.
During the development of the #BeFearless VR app, Samsung teamed up with medical professionals to
learn how exposure to challenging situations through VR can help people master their fears in real life.
Based on Samsung’s two-week research with medical professionals at the Yonsei University Gangnam
Severance Hospital in South Korea, a success rate of nearly 90 percent was achieved in reducing 82
participants’ anxiety from public speaking and heights through the #BeFearless VR training.
“Samsung believes that young people have limitless potential to achieve tremendous success. However,
fear can stand in their way of reaching greater heights,” said Eugene Goh, Vice President, IT & Mobile,
Samsung Electronics Singapore. “We are proud to roll out this campaign to empower millennials to
overcome their fears with the immersive VR technology of the Samsung Gear VR, and we look forward
to seeing our participants build confidence and realise their potential.”
The VR training programme available on the #BeFearless VR app is designed with situations that one
might encounter in daily life customised to each fear. For example, participants who have a fear of
public speaking would be exposed to situations such as a job interview, a team meeting or a
To participate, individuals simply need to submit a story sharing what they hope to achieve should they
overcome their fear on the #BeFearless official site at www.samsung.com/sg/launchingpeople.
Registration closes on 4 January 2017 and 10 finalists, five per fear, will be shortlisted to take part in a
five-week training programme. The 10 finalists will each receive a set of Samsung products consisting of
a Galaxy S7 edge, Samsung Gear VR and Samsung Gear S3.
As part of the programme, Samsung is partnering with experts and trainers from organisations such as
the Public Speaking Academy of Singapore to determine the progress that participants have made in
overcoming their fear. Two finalists, one per fear, who achieved the greatest inroads in unleashing their
potential will join the #BeFearless global finale to be held in New York.
In addition, one story submission per week from 8 December 2016 to 4 January 2017 will be selected for
feature on Samsung’s social channels. Featured submissions stand to win a set a Samsung Gear S3.
From 19 December 2016, members of public are invited to immerse themselves in the #BeFearless VR
experience at Samsung Experience Store at VivoCity. The #BeFearless VR app is also available for free
download from the Oculus Gear VR Store where users can go through the training programme at their
This year, participants from eleven countries will take part in #BeFearless. Besides Singapore, seven
other countries will be participating in the programme for the first time – Brazil, Canada, Chile, Hong
Kong, Mexico, South Korea and Taiwan. Austria, Russia and UAE will offer the programme for a second
*The devices and/or mobile application are not intended for use in the detection, diagnosis, monitoring, management or
treatment of any medical condition or disease. Any health-related information accessed through the devices and/or
applications should not be treated as medical advice. Users should seek any medical advice from a physician.