Challenge and scope
2015 was the first year that more people in the world died from chronic diseases – such as heart disease, stroke, cancer, chronic respiratory disease and diabetes – than from communicable diseases. These chronic diseases are now a growing issue in all countries of the world and threaten to overwhelm existing healthcare systems, societies and economies. Cardiovascular diseases (eg heart attacks and stroke) account for 17.5 million deaths annually, followed by cancers (8.2 million), respiratory diseases such as asthma (4 million), and diabetes (1.5 million).
There are a number of behavioural risk factors that contribute to chronic diseases, including poor diets high in salt and sugar, low levels of physical fitness and long periods of inactivity, smoking, and alcohol consumption.
This brief therefore asks you to design a product, service, campaign, or system that facilitates positive lifestyle behaviours in daily life, which will help people to:
- better prevent the onset of lifestyle-related chronic conditions by modifiying lifestyle behaviours like reducing alcohol intake, eating more healthily or increasing physical exercise; or,
- detect these conditions earlier so that they may be treated and potentially resolved; or,
- live longer and enjoy a quality of life through more effective or more personalised treatment for those living with lifestyle-related health illnesses
Your solution should have mainstream appeal and something that could become part of popular culture. When designing your solution, please bear in mind the incentives for people to use it or buy it aside from simply wanting to improve their health.
Behavioural economists have shown that awareness of the right thing to do doesn’t necessarily convert into changed behaviour; for example, a survey showed 85% of people know we should eat five portions of fruit and vegetables a day, but only 47% reported eating five or more portions of fruit and vegetables on the day before. As such, you are encouraged to think about how we can positively encourage lifestyle behaviour changes through gamification and other ‘hooks’.
It is important to remember that our lifestyles and behaviours are profoundly influenced by what our friends are doing, the way the environment around us is designed and options that are more prominent, cheap or convenient. Equally, behaviour change solutions that are imposed on people are often less popular and successful than those which the user finds genuinely appealing and willingly choses.
As part of your response, you are also asked to think about the commercial realities and business value of your proposal – successful submissions will not only present a compelling design solution but also business opportunities with consideration for revenue generation and new business models.
You may want to consider the rise of wearable technologies and self-generated data (the ‘quantified self’) that allow people to track their food consumption, activity and more, and how these devices could be better used to encourage people to change their behaviours when living with a long-term condition and improve their health. You are invited to think broadly about the contributing factors to the prevention of lifestyle-related conditions, including overall nutrition, mental health, quality and quantity of sleep, exercise and more. As part of your research, you should think about:
- how socioeconomic factors such as an ageing population, increasing urbanisation, and globalisation impact the rise and management of chronic diseases?
- what are the obstacles to changing behaviours toward healthier lifestyles?
- what are the barriers to patient activism and at-home care for those living with chronic diseases?
- how do motivation, confidence, stress and other psychological factors affect people’s attitudes to driving their own care?
- what are the human factors that influence the adoption of healthcare solutions
- how can patient safety, satisfaction and dignity be incorporated into new solutions?
Your response should be built on strong human-centred research and insights, but the power of intuition should not be underestimated. Solutions from all disciplines are encouraged and welcomed, but proposals should be holistic in nature and entrants should bear in mind the offline and online incentives for people to drive and manage their own prevention and/or care for long-term health conditions.
Philips will generally be looking for proposals that are feasible within five to six years, and successful entries will substantiate the near-term feasibility within the submission.
For the purposes of illustration, the following would all be viable responses:
- a behaviour change product or service that facilitates living a healthier lifestyle to prevent the onset of lifestyle-related illnesses
- a service which, when a condition is detected early, supports people in adapting to a new and better lifestyle
- a new product or tool that enables patients to administer their own treatment
- a redesign of an existing product or service that brings it outside of medical institutions
- a campaign or intervention aimed at changing behaviour around care
- a new community-driven service that reduces health risk factors
- an activity people can take part in that positively impacts on their health
- a gamified approach to patient care management
… and many others are possible.
There are two awards available for this brief.Philips Award of £2500 RSA Fellows’ Award of £1250
The judging panel may decide on more than one winner per award and will allocate the awards accordingly. In addition, the judging panel may award commendations.
Philips is also seeking to offer paid placements for the winning entrant/s; this will be decided at Philips’ discretion.
There are six criteria that your entry will be measured against – make sure that your submission materials demonstrate that your solution meets these criteria:
- Social and environmental benefit – how does your design benefit society and/or the environment?
- Research and insights – how did you investigate this issue? What were your key insights?
- Design thinking – how did your research and insights inform your solution? How did you develop, test, iterate and refine your concept? Demonstrate the journey you’ve been through to the end result
- Commercial awareness – does your journey make sense from a financial point of view? What is the competitive environment your solution would sit within?
- Execution – we are looking for a design that is pleasing and looks and feels well-resolved.
- Magic – we are looking for a bit of ‘magic’ – a surprising or lateral design solution that delights
All entries must be submitted through our online entry system.
As you prepare your submission, please ensure that:
- you do NOT include your name, university/ college or other identifying marks anywhere on your submission
- none of your submission files exceed 10MB – this is the maximum size for each individual file / board when you submit online
The submission requirements are:
- 1 x A3 PDF Hero image with 1 sentence description A singular ‘poster image’ that conveys the essence of your project, plus a 1 sentence strapline or description
- 1 x A3 PDF Big Idea Summary A single A3 PDF page describing your ‘Big Idea’ in less than 250 words. This should clearly explain what your solution is, the specific area of need it addresses, and how you arrived at the solution
- 4 x A3 PDF Boards Outlining Your Proposal 4 pages describing your proposal and demonstrating that you have met the six judging criteria. Each board should include a heading. Number each board in the top right hand corner, in the order they should be viewed by the judges
- 10 x A3 PDF Pages of Supporting Material Up to 10 A3 PDFs of additional material illustrating your development process – this could include scanned pages of your sketchbook or computer modelling/sketches (if applicable)
- Optional YouTube / Vimeo + website links Please note that we cannot guarantee supporting films and websites will be viewed at the shortlisting stage. If you have created digital materials, we recommend referencing them (for example by including labelled film stills or website screen grabs) in your 4 main PDF boards
Eligibility + entry infomationDownload entry guidelinesDownload this brief
18 January 2017
Competition opens for entries
8 Febuary 2017
£25 early bird deadline
8 March 2017
£35 final entry deadline
20 March 2017
2-stage judging process begins
1 June 2017
2016/17 winners announced