Design Challenge: Living well with dementia

Design Challenge: Living well with dementia Deadline: 30 September 2011

Who can apply?

This is an . Which means that we are open to as wide a range of participants as possible, as well as open to what type of solution they will develop. However, because the aim is to put well designed ideas into practice, we’re looking to see teams made up of people with design expertise and people with the ability to implement solutions. To name a few examples, this could mean partnerships of designers and: SMEs, Corporates, Charities, Social enterprises, Public sector organisations, Entrepreneurs, Manufacturers and engineers, Architects and developers.

You give: your time + your team + your ideas

You get: a slice of £360K + professional support to make a difference

This is about coming up with new ideas and making them happen. If you want to get involved, we’re asking you to put together a team of people and submit a PDF of your application by 5pm on the 30th of September 2011.

One in three of us who live to 65 will have some form of dementia before we die. A million people in the UK will be living with the condition by 2021. But there’s a difference between simply living and living well.
and the are running a competition to . We’re challenging you to and their carers live easier, better planned and more enjoyable lives.


The good news is that we’re now living longer than ever before. Modern technology, better diets and advances in healthcare have extended the lives of millions. This is, of course, real and significant progress. However, it also means there are more of us living with the problems of old age, the most significant of which is dementia. Dementia is a term given to a set of symptoms that result from various brain illnesses. Among other things, these affect memory, relationships and the ability to communicate. There is currently no cure and, although there are medicines that can improve symptoms or temporarily slow progression, the condition is terminal. An early diagnosis can help people with dementia get the right treatment and support, and help those close to them to prepare and plan for the future. With treatment and support, many people are able to lead active, fulfilling lives and live well for many years with dementia. Recent research shows that British people are now more scared of developing dementia in later life than of developing cancer. Yet unlike cancer sufferers, the huge number of people with dementia and their carers have only a handful of products and services to support them. Considering that 21 million of us know someone with the condition,1 this is scarcely believable. We need the businesses and public services that people use every day to rethink their products and services for people living with dementia. This is not only a significant challenge to the UK as a whole, but a significant opportunity to be society’s next great success story.

A big issue
This year, the baby boomer generation begins turning 65. This large group of sophisticated consumers will start looking for products and services to support them in their later years. And an increasing number of them will be living with dementia.
— There are already over 750,000 people in the UK living with dementia. That’s set to increase to 1.7 million by 2051.2
— There are an estimated 35.6 million people with dementia worldwide. By 2050 this figure will rise to over 115 million.3
— Dementia currently costs the UK £20 Billion per year4 with estimated global costs of $604 Billion. That’s one per cent of global GDP.5

The challenge
The Design Council and the Department of Health are aiming to help fund the development of the next generation of solutions for people with dementia and their carers. Given the changing demographics and the ageing population, this is an exciting opportunity to get involved in developing ideas within a new market, which designers and others may not have previously thought about.
We want you to rethink life with dementia.
We’re challenging you to create products, services and other solutions that help people affected by dementia live easier and more enjoyable lives, and to prepare for the future. This is not just about having nice ideas; the aim is to fund projects that will have a real, beneficial effect. Based on initial applications, selected teams will be given funding and support to develop their ideas into a working prototype by March 2012. This means they should be able to demonstrate that their solutions work and are sustainable in the real world.
We will support you by ensuring there is a pipeline for successful ideas so that they can be spread and sustained. For example we will help you find long-term investors who can help you grow your ideas further.

Who can get involved?
We are keen to see a range of different people applying to this challenge. However, because the aim is to put well designed ideas into practice, we’re looking to see teams made up of people with design expertise and people with the ability to implement solutions.To name a few examples, this could mean partnerships of designers and
— Small and medium enterprises looking to tailor their products to work better for people with dementia
— Charities and social enterprises that want to help more people
— Large corporates that want to make the service they provide work for people with dementia
— Public sector organisations that want to transform their services
— Entrepreneurs looking for their next challenge
— Manufacturers and engineers who are interested in developing new products or improving their existing offerings
— Architects and developers who want to make their spaces work for people with dementia

How to apply
If you want to get involved, we’re asking you to put together a team of people that can both “design and do” (see page 05 “Who can get involved” for an explanation of what this means) and submit a PDF of your application by 5pm on the 30th of September 2011. To help you, we’ve described three opportunity areas (see pages 06–11) to direct and inspire your thinking. We’ve also put together directions for what we’re expecting your proposal to cover (see page 13). Reasons to enter This is your chance to help people with dementia, now and in the future, to put an idea into practice and see it make a real difference, possibly to the lives of millions of people.
Each winning team will get
— A share of £360,000 to turn your idea into a working prototype
— 100% ownership of the intellectual property rights to your idea
— Access to a body of supporting information
— The chance to work with people with dementia and their carers to develop and test ideas
— Expert advice from professionals in design and dementia care
— Professional mentoring
— Help showcasing your project to the media, industry, and the public
— Support finding long-term investors who can help you grow your idea further

How will thechallenge run?
The challenge will run in four main stages

Apply: August 15th to September 30th
Teams form and hone their ideas into a proposal that a panel of judges will study and shortlist.
Pitch: October 7th to November 4th
Up to fifteen of the best teams receive £2000 to develop their idea and prepare a business plan. These teams then pitch their plan to an independent panel of experts who select the winners.
Develop: November 14th to end March 2012
Up to five winning teams receive a share of up to £330,000 to develop their idea into a working proof of concept by March 2012.
Deliver: March 2012 onwards Final proof of concepts will be showcased to the public and healthcare audience, and launched to investors and potential partners.

How much fundingis available?
A total fund of £360,000 is available. Up to fifteen teams will be given £2000 each to spend as they see fit in developing their business plan
and pitch. Up to five teams will then go on to receive a share of £330,000. Within the pitch stage teams can ask for the funding they think they need to get to working proof of concept. Any amount will be accepted as long as the business case is made. Teams should bear in mind, however, that we are looking to fund a portfolio of up to five ideas with the amount available.

Who is behind this?
This challenge is being run by the Design Council in partnership with the Department of Health, with additional funding from the Department for Business Innovation and Skills. It follows on from several previous challenges, more information about which can be found at www.designcouncil.org.uk/challenges
For further information about dementia please see: http://dementia.dh.gov.uk/
We’re also grateful to a number of experts in design, dementia care and investment who are donating their time and expertise. A full list can be found at www.designchallenges.ning.com

Key dates
— Deadline for submission of initial proposal: 30 September 2011
— Teams informed of selection for business plan development: 7 October 2011
— Teams pitch for funding to judging panel: 9 November 2011
— Winning teams informed: 14 November 2011
— Showcasing event: end of March 2012

Application guidelines
To enter, teams should submit a PDF application by 5pm on the 30th of September. This should be approximately 15 pages long.
For application format see page 14. Submit application to: Filiz.ciftci@designcouncil.org.uk

What your proposal should cover In a maximum of 1,500 words, your proposal should cover the following three topics:

1. Your team
Tell us who’s in your team and why, proving to us that you’ve got the skills, experience and passion to make your idea happen. Also we need to know that you have a clear sense of which members of your team will own and manage any intellectual property created as a result of your idea.
2. Your idea

Quite simply, we want you to tell us about your great idea and how it will make life better for people affected by dementia. We don’t expect to see drawings or other creative work at this point, we simply want to know who your idea is going to help and how. This is your opportunity to impress the judges.
3. Your approach

Whether you plan to take an orthodox design methodology or the nature of your team means your approach is more idiosyncratic, talk us through it, tell us how you’ll go about making your idea a reality and convince us that you’ll spend the money effectively. By submitting an entry to the Living well with dementia design challenge you agree to abide by its terms and conditions (see page 18). No other material will be considered at this point but those teams that are put through to the paid proposal development phase will be asked to provide a robust business-case for the interview stage of the process on 09 November 2011.

Submissions will be judged by members of the Challenge Advisory Board, a panel of specialists chosen for their relevant expertise in design, dementia, social care and business.
The board is chaired by Vice Chair of the All-Party Parliamentary Group on Dementia and Ageing and Older People, Baroness Sally Greengross OBE.

The process in detail
All submissions will be judged during the week of 03 October 2011.
Fifteen shortlisted teams will then be informed on Friday 07 October. Further guidelines will be issued to the teams in question at this point.
The shortlisted teams will submit proposals by 5pm on Friday 04 November 2011 and attend an interview with the judging panel at the Design Council on Wednesday 09 November 2011 to present and discuss their proposal. It is imperative that teams are available on this date. Up to five teams will then receive a share of £330,000 (inclusive of VAT) as a design and development grant. The selected teams will be informed by Monday 14 November 2011. Teams must be ready to start work on 14 November 2011 and will need to commit to the project in order to receive, and continue to be entitled to, the funding. Contracts will be distributed as soon as the final teams are announced. Teams will be expected to present to the Advisory Board on two separate occasions or project reviews and feedback, and to be in contact with the Design Council team throughout the project.

Complete rules and application form may be downloaded from the web site:


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