Omg by Alice-Marie Archer

•  Uses open data to help children and families eat more healthily & sustainably, and transforms the shape of the food supply chain •  Is truly innova2ve – using data in a brand new way to address an unmet need •  Has signiﬁcant societal beneﬁts – empowered children, making be:er choices, for improved long-‐term health •  Uses powerful open data in new ways – turning complicated nutri=onal informa=on into superpowers for awesome characters •  Will be sustainable – Supported by diverse revenue streams, parents are prepared to pay for upgrades and prospects for public funding are good

16%

Of children are underweight

£47 Billion On overweight people’s health and social care costs in the UK per year

2.79 million 5% People have type 2 diabetes

1/5

4 to 5 year olds are overweight or obese

of children anaemic

1 /2

of adults have unhealthy cholesterol levels

£80 million On Vitamin D deﬁciency Rising levels of

Of ‘poor’ children admi:ed to hospital ‘stunted’

£22 Billion

Type II Diabetes cost the UK in 2010-‐11

Rickets and TB 5 =mes More Gout

£6 Billion direct cost of poor diets on NHS

1/6

Men and 1/8 Women die from cardio-‐ vascular disease in the UK

1/3

10 to 11 year olds are overweight or obese.

£35.6 Billion

Projected cost of diabetes in 2035/6

89% of all adverts What goes into food shown alongside targeted at children is children’s television oAen unhealthy programmes were for unhealthy foods high in sugar, fat or salt

“children are being set up for a life2me of sickness and health problems” -‐ Dr Rachel Pryke – Cri=cal Lead for Nutri=on at the Royal College of General Prac==oners

The Consump2on Context is disabling of healthy choices by children

The way ‘what’s in food’ is communicated isn’t understood by children

57% of children don’t no=ce the health warnings and advisory messages accompanying commercials

•  What goes in to children’s food

–  should be predominantly good for children

•  How this is communicated

–  should be easily understood by children

•  The Consump2on Context

–  should enable healthy choices by children “for the majority of cases, if we can get our children ea8ng, choosing and ul8mately cooking nutri8ous food, then we have a much be<er chance of preven8ng all sorts of dietary related problems”-‐ Dr Hilary Cas, president of the Royal College of Paediatrics and Child Health We aim to empower children in families to make good – healthy and sustainable -‐ food choices together, and to understand what GOOD food is

Underpinned by open data - OMYGOODNESS is an app-based game providing a new way for families to experience their food-shopping trip enabling families to make good food choices, whilst providing a fun environment for children to learn about good food. Â

Together; based on Open Data from the FSA we have turned complicated nutri=onal informa=on into…

?!!?!

Praise – the app gives praise for good food choices, praising the behaviour itself as opposed to the person “Way to go! That is a good decision”; offering a wide range of accolades to keep the child’s a:en=on. •  Consequences – the character evolves-‐ based on the child’s decision. In good game play focus is turned back on the child’s feelings: “Great Job. I bet you’re pleased!” •  Mo2vators – the game opens up new characters and levels based on good game play. Mo=vators will eventually also be physical – receiving trading cards or s=ckers for good decisions, but also we want to include some special mo=vators designed to nurture the ‘families and food’ aspect of gameplay – e.g. “a coupon for lunch with mummy or daddy”. Though good decisions aren’t always rewarded – self discipline is the desired learning. •  Reward Chart – the growing super powers of the character act as a simple and fun reward chart – where the mo=vators can be the ‘prize’ •  Reminders – when a bad food choice is made, the app reminds the child through reminders of how to play the game – “I bet we find be:er supper powers!”, “That might be yummy but is it good for your tummy?” •  Nego2a2on – When a bad product is chosen, the app offers nego=a=on based points “Its ok to have this as a special treat” And Humour – the app deliver’s these messages with humour ensuring children understand that this is none-‐the-‐less a ‘game’. •

Our ini=al parent survey suggests: •

•

•  •

Parents ﬁnd shopping with their children taxing –  Children choose things their parents don’t want them to have –  Around half of our respondents some=mes let the children have unhealthy things to save hassle Children for the most part don’t know what food labels mean –  Children pick out predominantly unhealthy foods The branding works –  Children are a:racted by unhealthy products in the supermarket –  Children are a:racted by ‘bling’ branding Parents would like a way to help their children understand what is healthy for them whilst they are in the shop Most respondents had paid for an app Most respondents thought it should be free

•  Children need their parents help to get started –  What is Barcode? What is Scan? –  Learning to hold the phone – for smaller children taking photo’s was ﬁddly •  Sugges=ng alterna=ves from within a category •  Forthcoming user-‐tes=ng and development with BathEaston Primary “I’m going to buy sweets… I don’t want an apple… I want to ﬁnd out which sweets are the best for me!”

O’MyGoodness: ! •  Makes complex nutritional information accessible to children" •  Helps children to learn good behaviours " •  Gamifies the collection and improvement of data enlisting children’s help" •  Open Data has not been used this way before" ! •  Nearest competitors:! –  Fooducate – barcode scanner – tells you what’s in food and what healthier choices are out there – aimed at weightloss " –  Shop Ethical – based on Ethical Consumer Guide data, an app for conscious decisions" –  ShopWell – ShopWell helps you eat healthier food and achieve your nutrition goals. Scan barcodes at home or in the grocery store to find out if they are a good match for your goals. "

Nutrition Standards Low calories

Higher Calories

Less sugar

Higher sugar

Concerned Parent Standards I’d prefer my child not eat ar=ﬁcial sweeteners, speciﬁc E numbers and preserva=ves

Here is where our OPEN DATA changes the way machines can interact with nutritional info

Short"

Medium "

Long-term"

Short term changes!

Medium term changes!

Long term changes!

Children more aware of what is in food and how it is used in their body."

Children making healthier food choices as they grow into adults"

Improved health in adults"

Impacts in uptake of healthier foods"

Improved mid term health of UK Children as they go through school"

Children making proactive choices forwards better food choices." Reduction in behavioral disorders / antisocial behavior associated with allergenic foods " Supermarket less of a site for parent-child conflict." Shopping experience easier on parents." Parents feel they have a means to discuss foods with their children." Schools using a new means to discuss healthy eating."

! "

New projects arise from the sharing of our API with some coming from our partner schools" Children empowered to make food choices based on factors other than swish merchandising Towards Enabled families making good – h" ealthy and sustainable -‐ " food choices together, with children ! cognisant of good food "

Reduction of diet related illness" Producers of ‘good food’ gain greater market share" Producers of less healthy foods change their food compositions to be healthier for people" Savings to the UK economy in areas of " Obesity currently at £47 Billion of which Diabetes Type II £22 Billion! Mental illnesses currently £70 Billion of which Depression = £11 billion and ADHD £670 million " Vitamin Deficiency currently at £80 million"

IMPACTS OUTCOMES OUTPUTS

INPUTS Phones, Server space Datasets, 2me Developers, marke2ng Designers, distribu2on

# products scanned # Dropped sessions (and improvements) # Conversions over 2me # 2mes app used # healthy choices made # points scored # school Partners

# households reached # people behaviour changed # reduc2on in prevalence of unhealthy choices # reduc2on in diet related illness Costs saved to the economy NHS Deeper learning of healthy choices

Progress our interven2on makes towards

Enabled families making good – healthy and sustainable -‐ food choices together, with children cognisant of good food

•  Cost of not ac=ng – and dealing with the consequences tend to be dispropor=onally higher than the cost of early preven=on/interven=on •  For the 4.2 million primary age school children today, in their expected life=mes £260 billion will be spent on diet related illness – around £62k each! •  Just a 1% reduc=on in cost equates to £2.6Bn saved! Our interven=on costs £25Million in the same =meline, so at lowest es=mate, every £1 spent with us equates to a long-‐term saving of £10,000…

We’ve chosen a mul=-‐modal business model:

Public funding partnering with Local Authori=es

Supply Oriented Sale of analy=cs to producers, retailers and brand owners

Cross Subsidy Grants based work partnering with government organisa=ons

Fremium Service with Dietary speciﬁc In App Purchases e.g. allergies

Addi=onal Product Lines e.g. board game

Diverse Revenue Streams

Promo=ons with Supermarkets to meet their social aims

Game play can carry on outside of the digital environment with the eventual introduc=on of other O’MyGoodness Products

Partnership with Schools Con=nued Development of App Developping Nutri=onal Proﬁles Dataset Marke=ng & Fundraising

Develop Pilot with BathEaston Primary

First 10 schools First Fun-‐Days

Next 10 schools

Finalisa=on of Schools Pilot version. API manual Building partnerships with nutri=on speciﬁc groups

Ongoing improvements inline with pilot outcomes

Development of new nutri=onal proﬁles

Development of new nutri=onal proﬁles helping schools with their marke=ng around the pilots

Development of new nutri=onal proﬁles

Kickstarter Campaign Stall for fundays

Funday events and merchandise

Pushing the API and Analy=cs aspects