Beyond researchers, those on the front lines of medical care -- like nurses -- develop practical tools, like a video game to ease kids' pre-surgery fears.

Since female ones don't produce pollen -- but male trees are in the majority -- Claritin is sponsoring female tree-planting events through The DiversiTree Project.

"When You Can't Say it, Play It," aims to facilitate parent-teen communication by sharing tunes selected to embody emotions like "sad" or "angry."

Try taking your eyes off these Immersive and suspenseful ads, which led to record number of appointments for healthcare provider.