E-on and M&C Saatchi Stockholm have made headlines using VR to throw nervous young swimmers in at the deep end. Kids are accompanied by three of Sweden's Olympic swimmers as they are submerged in a pool.
The experience is based on psychological research which suggests that by putting yourself in a situation which you fear and staying there, you being to overcome that fear. VR was the perfect way to do this, without the children having to go anywhere near a pool and so removing all panic. And by the end of the video, they all decided to give it a go in real life.