Before coming to RCA, Tianshu obtained his ME in Industrial Design at BIT, China, designing products in transportation, furniture and smart homes. His design philosophy is to improve user experience, quality of life and nudge user behaviour to change the world. His future aspirations are in social innovation, design and business.
Improve Nutritional Status and Reduce the Risk of Becoming Malnourished
The ageing of society continues to accelerate. Due to traditional concepts, most of the elderly prefer to live at home. Rapid urbanisation and economic development let many elderly people live separately from their children, and currently, more than 50% of them live alone in the cities. Due to lack of family care and imperfect elderly care services, about 60% of the elderly are at risk of being malnourished. By 2030, the number of elderly people in China will reach 370 million. In the past, most families would have multiple children taking care of the elderly together, but due to the ‘One-child Policy’, the proportion of empty-nest may reach 90%. As a generation seriously affected by the policy, we intend to help the elderly who lives alone, now and in the future, to improve their nutritional status and reduce the risk of becoming malnourished.
With the policy & financial support of local governments, and regulations, ‘Hello, 60’ will integrate health-related social resources and provide services & support to community elderly care centre and home-based care elderly.
Our project partners will support this platform from different levels. FAO is at the highest level of leadership. It will work with government departments to provide us with trends in the elderly care industry, food distribution data, and related policy guidance. Ele.me is at the collaborators level. As the provider of elderly nutritious meals, Ele.me will work with other companies to form a complete nutritional service system on the platform. Community Elderly Care Centre is at the partner level. It will be the most important offline service provider and the main touchpoint for the elderly. At the same time, it will provide us with user information and first-line user feedback.
‘Hello, 60’ provides a free WeChat Mini Program for elderly users to access personalised nutrition care and health services. It is powerful, scientific and elderly inclusive. It uses a physical examination report + questionnaire to better understand the elderly’s real conditions & needs, and targeted suggestions would help them to gradually change bad diet & living habits. Additionally, nutritious meals and other health services can be reserved easily and they are adaptable for different conditions.
By doing everything above, users will get rewards that can be used to purchase selected products. We try to promote behaviour changes and bring users an intimate experience through rewarding and personalisation settings, and we hope that this program could become a good helper and a part of their lives. It is worth mentioning that we also created a ‘Supportive Mode’ for the elderly who not familiar with a smartphone, they could mainly approach our services through the offline elderly care centre.
‘Hello, 60’ also provides offline community activities toolkits for both elderly and community elderly care centre. The traditional lecture-style community activities are less attractive to the elderly, so we redesigned them and here are few examples. We believe that the activities should be more personalised, interactive and social, because the elderly showed us that they would like to gain more specific knowledge from the specialist and they enjoy chatting with peers very much.
We hope that through the participation of experts, interactive communication and peer support, the elderly can obtain more knowledge & skills suitable for their own situation, and reduce their loneliness. The activities toolkits contain guidance brochure and related tools, they are rentable and will keep updated. For the elderly care centre, ‘Hello, 60’ provides them with an efficient back-end management system for easily managing services orders and reservations, and it will greatly reduce their working pressure.
‘Hello, 60’ is intended to actively respond to the potential challenges of ageing in Chines society and to help future elderly and their children. In traditional oriental thinking, we learned that children should always be around their parents and take care of them. However, rapid social development forces people to rethink how to balance tradition and the new trend. Young people in the future may not be able to accompany their parents as traditionally, but ‘Hello 60’ provides them with a new way of caring.
We hope to make more people aware of the potential health risks of the elderly and encourage more social resources to join and help them. Xiuqin, chief editor of People’s Daily commented that: “The demographic structure of Chinese society has shown obvious problems. Young people under the ‘One-Child Policy’ need ‘Hello, 60’ to help them take care of their parents.”
As a resource-integrated platform, ‘Hello, 60’ will benefits stakeholders at each level, and promote resource sharing and business expansion. We have three advantages on the market: 1. Fast business expansion through community network 2. Strong government support 3. High work efficiency by using new technologies and multiple touchpoints. Our main revenue will come from membership fees, 10% platform service charge and advertising. As loyalty increases, we encourage our collaborators to develop new resources for us by providing them subsidies.
We would like to use a large number of collaborators and ‘daily active users’ to attract investors for greater scale investment. Back to the real plan, we would like to propose a detailed business plan to the government and hope to get their support. We very much look forward to bring ‘Hello 60’ to the real-life, because it will definitely benefit lots of families and the entire Chinese society.