Background
In 2017 AbbVie UK created Live:Lab, a unique collaboration of experts from the UK’s healthcare, technology and creative industries. The collaboration aimed to help people overcome the barriers that prevent them from seeking health advice. The project was headed up by former Secretary of State for Health, the Rt Hon Alan Milburn.
Individual collaborators included: Professor Sir Muir Gray; Dr Zoe Williams; Alison Hardy, Headstrong Thinking; Dr Carmen Lefevre, UCL; and Christine Wellington OBE. Partner organisations included: 2020health; Aardman; Fundamental VR; Glitchers; Satalia; the Open Data Institute; The Patients Association and the University of Bedfordshire.
Live:Lab took on the ‘Fear of Finding Out’ or ‘FOFO’ – a major psychological barrier causing adults in the UK to put off seeking medical advice for worrying symptoms. The concept of FOFO was identified through a partnership with 2020health. The original report, first published in January 2017, can be downloaded here: http://www.2020health.org/2020health/Publications/Publications-2017/FOFO.html
Live:Lab experts provided a solution to express the prevalence of FOFO via a gamified quiz called ‘Crush Your FOFO’, launched in February 2018. The quiz, designed by Glitchers, sought to find out more about what lies behind FOFO, and helped users understand their own fears. More information about ‘Crush Your FOFO’ can be found here: https://glitchers.com/project/crush-you-fofo/
This created a new body of open data for experts to
analyse in order to better understand what lies behind the ‘Fear of
Finding Out’ and look to develop future solutions. You can access
the final FOFO report here: https://www.abbvie.co.uk/content/dam/abbvie-dotcom/gb/documents/An-exploration-into-the-fear-of-finding-out.pdf
Follow the journey:
The next four episodes share the journey of AbbVie’s Live:Lab
collaboration. From the first meeting of the group, through to the
development of FOFO and the culmination of the hackathon focused on
solution prototypes.
Episode 1
A human first approach to tackling healthcare issues. Watch Alan
Milburn, former Secretary of State for Health, in this short film as
he meets AbbVie’s former general manager, and embarks on the Live:Lab
journey.