Innovating with BSL: THE TAG – Keeping tags on our health with meaningful labels

Edited by Dr. Aileen Ionescu-Somers

Blog Post by GFW Group 7 BSL students: Arman Danielyan, Karina Bondarenko, Karina Grigoryeva, Khalid Attieh, Lidiya Kudina, Morgan Manin, Omar Eltanani, Timofei Plahotniuci, Ulysse Ortiz

 

Day 1

During our Spring 2018 Gapframe Innovation week, our group opted to work on “Quality of Life”. We found three main sub-themes to develop further: Education, Nutrition, and Peace & Stability. We then developed each of them by coming up with solution ideas using a design-thinking ideation exercise. Overall, we felt we could get most group traction around the Nutrition and Education themes. Can you believe that we came up with 80 different ideas?

Day 2

In the morning, our group discussed possible project ideas. Maybe surprisingly, we did not choose any of the original 80 ideas. Sleeping on it clearly brought inspiration because we actually came up with a brand new idea: “Health labeling for food” on two levels: for illiterate people and for already developed countries. We felt that if we designed a concept in this area, we could have impact globally. Click HERE for a very short video showing the general idea.

According to our research, health labelling is relevant for almost everybody. It not only informs those who are health conscious, but also those unaware of the food they are eating. Nowadays, too few people actually scrutinize the ingredients and nutritional value of the food they are buying. Could our solution provide an easy and non time-consuming way of checking these factors?

Our team came up with a cool solution: to put colorful labels on products, so that it is super easy to check whether the product being purchased is really healthy. The symbols relate to the levels of sugar, chemicals, salt, wheat, lactose, conserving agents.

On Day 2, we researched 5 main stakeholder groups: media, customers, thought leaders, cities & communities, government & regulators. We carried out interviews to benchmark the feedback and drawbacks of our project. We concluded from the feedback we got that the project was promising and interesting and that we should continue developing it. We defined our mission statement as follows: “We provide a simplified and understandable labelling system to evaluate how healthy food products are, allowing even the illiterate to link health risks or benefits to the food they eat.”

Day 3

Having presented our idea and the product to the other groups in the morning, we realized that we needed to be more specific with the labelling objective. For example, to look at the possibility of product labeling for blind people, or to concentrate on people with specific diseases, and for whom food has an important impact, such as those with digestive disorders, depression, obesity, heart / kidney diseases, diabetes, inflammation, osteoporosis.

Day 4

Today, we started prototyping and searching for ways of implementing our idea. Since we did not have enough time to create and personalize all the labels we wanted, we found some good options online, printed them out and stuck them to a number of products we bought. Since in our group we had a certified nutritionist, we used her knowledge to decide on which product to put what. Depending on the amount of sugar, salt, and harmful chemicals (such as aspartame in Coca Cola light), we distributed the labels on the products, using red ones to attract attention to less healthy ingredients, and green to distinguish the products that are healthy.

To set up the company, we discussed creating a Swiss association in the Swiss commercial register free of charge, with tax-free status. We also decided that launching a website made a lot of sense for our initiative, more as an awareness-building platform, to include all information related to our product and events and detailing the benefits of collaborating with us. The website and social media would be very important marketing tools. We also outlined important financial resources questions, including crowdfunding and aid agency possibilities.

Looking forward to developing this further in Gap Frame Week 3, 2018. There are many labelling initiatives out there; can we develop and outreach one that will lead to less consumer confusion and add value to society?