At different moments in life, we have all struggled to adopt healthier habits because they somehow didn't fit into our everyday routines or we felt we had other priorities at the time, such as working or socialising.

In 2014, we conducted a video-ethnographic research with 24 people from 3 cities in Indonesia to understand how local cultural insights might be used to leverage healthy behaviour change on a national scale.  We created 24 short Documentary films showcasing the diverse lifestyles and personal care rituals of our participants, plus a Design Handbook that presented 8 new product & service concepts to inspire new business strategies for companies in the health & wellness sector. One example service is Run4, a network-based sports app that rewards people with more points when they inspire even more people to join the community.