the use of gamification in social impact projects – a ... · organization, or—better...

The use of Gamification in Social Impact Projects – a Business model

perspectiveRajiv Vaid Basaiawmoit

Head of Sci-Tech Innovation & Entrepreneurship, Aarhus University Faculty of Science & Technology

Denmark

©Rajiv Vaid Basaiawmoit, Ph.D, MBA

@rajiv_VB

24. Nov. 2016

https://twitter.com/rajiv_VB/

https://twitter.com/rajiv_VB

Rajiv Vaid Basaiawmoit, Ph.D, MBAFestival of Colours (Holi NOT colour run) in India


https://www.youtube.com/watch?v=yfCQMHPe2E0

Lets see how some people of the society celebrate it….

https://www.youtube.com/watch?v=yfCQMHPe2E0

3 points to notice…

• That we should not jump to conclusions…

• That Visually Impaired children can have fun

• Vis. Imp. children – are in many ways (except

one) similar to other children


CAN GAMIFICATION PREVENT BLINDNESS!!! IS IT POSSIBLE?

The question to now ask is


But Visual impairment is also ….


AND….

Implication….

Colour test


AND….


AND….

Some are avoidable and some are not!!

Images from – Joseph Brzezinski, Ph.D.http://www.ucdenver.edu/academics/colleges/medicalschool/departments/Ophthalmology/research/labresearch/Faculty/PublishingImages/Figure%202%20V1.jpg


http://www.ucdenver.edu/academics/colleges/medicalschool/departments/Ophthalmology/research/labresearch/Faculty/PublishingImages/Figure%202%20V1.jpg

Preventable Blindness: Some stats


Scale of problem

• W.H.O. reports – 517 million people in developing countries are visually impaired!1

• Centre for Vision in the Developing World at Oxford University – more than 1 Billion people NEED but DO NOT get vision correction!

Karnani & Lee (2011)


Solution

• Early detection – i.e. getting your eyes tested early!

• DR – diagnose diabetics early• Trachom – detect the parasite early• Cataract – detect – surgery – glasses• Poor Vision – Give glasses


Lets just look at one possible solution…

• Poor Vision – that if untreated can lead to blindness!

• Easy solution is glasses


Even then – the challenge is still big -The Right-to-Sight – Vision 2020.org


VISION SPRINGS

Graphic/info courtesy: Visionsprings


Vision Spring overcomes bankruptcy…

• “There wasn’t enough money coming in to support our operations. We realized we could either be a really nice, perpetually subsidized nongovernmental organization, or—better yet—change our business model so we wouldn’t need subsidies”. – Jordan Kassalow, Founder, Vision Springs (earlier a

foundation – today a B-Corp*)

* A B-Corp is a Benefit Corporation - a corporate entity legally required to create benefit for society as well as its shareholders (US).


VISION SPRINGS

HIGH VOLUME,LOW MARGIN APPROACH

Generate Jobs/Self-employment

VEs – Vision Entrepreneurs who earn Rs. 40 for every pair of glasses sold

Graphic/info courtesy: Visionsprings


Many other NGOs like Vision Springs -

• Sight Savers• Sight of the World• WHO (Vision 2020)• Hellen Keller International• Christoffer Blindell Mission• ……… (many more)

Cumulative impact is still but a few drops in the ocean…

Even though some NGOs are more than a decade old….


Spectacles hit marriage prospects: Delhi girlsTNN Jul 16, 2012, 01.10AM IST

Source: http://articles.timesofindia.indiatimes.com/2012-07-16/delhi/32697670_1_spectacles-contact-lenses-glasses

Problem still persists

http://articles.timesofindia.indiatimes.com/2012-07-16/delhi/32697670_1_spectacles-contact-lenses-glasses

V.I. a multifold problem

Elofsson and Jartsjo (2012), Bachelor Thesis: Young females’ reasons for dropping out of secondary school in Matemwe, Zanzibar


Basic logic dictates that a Visual problem = health problem

– Therefore needs health interventions

V.I. a multifold problem with multifold implications

It is not just a health

problem –

It has Economic,

Educational, &

Public safety implications

HOWEVERTanzania – 71%dissatisfied with their ability to do near work –cooking, reading, sewing etc. ONLY 6% have glasses India – 65% of populatoin needs glasses! Only 7-10% wear glasses!

REASONS: Awareness, Affordability, Cultural biases, Poor Access, lack of trained manpower etc.


Case Example

CHALLENGE

Develop a business plan to market glasses to children or young people (aged 16 to 25) in one or more developing country in Africa or Asia.

Target stigma to wearing glasses


CAN WE MAKE CHANGE WHEREOTHERS BEFORE US HAVE FAILED….

QUESTION IN OUR MINDS


Source: Photo – Anil Tulsi

INSPIRATION – Galli Cricket


More Inspiration – Blind Children are also similar to other children


Presenter

Presentation Notes

12:13pm: Jogeshwari East, Mumbai, India: A passion for cricket is something that unites Indians, whether rich or poor. A lack of proper facilities and equipment has never stopped children from practising the sports they love. These enthusiastic players are the children of dairy farmers, imitating their sporting heroes, such as fellow Mumbaian and legendary cricketer, Sachin Tendulkar Photo: Anil Tulsi�Read more: http://www.dailymail.co.uk/news/article-2217896/Just-day-world-Extraordinary-collection-100-000-images--taken-May-15th--buried-copper-future-generations.html#ixzz2mv1h9sbK �Follow us: @MailOnline on Twitter | DailyMail on Facebook�

BUT ISN’T The task about STIGMA first and GLASSES second

• Scrapped Gamification as the only tool to solve the problem

• Created a Program to target the issue

• Built Gamification around the program


The RITESIGHT AIM – Convert Stigma to Aspiration


Summary of 4 – step Program

Phase 1: Prepare Phase 2: Seed

Phase 4: Flourish Phase 3: Nourish

Grow Model


PREPARE

The ground = target community• 3 programs launched at this phase -

– Certification system– Awareness campaign– Teacher training workshops

Curiosity, ReceptivinessGAME ELEMENTS INTRODUCED


SEED

• ”Play & Learn” Phase• Release of explicit gamification elements (i.e.

games) – ”SPECSY” – (a computer game concept where the

protagonist is a female hero)– ”CLUEY” – (a board game version)


SEED – ”SPECSY” FEATURES:

Single – player or 2-player game

Tablet based

Special power glasses –

Design wear – that also function as powerups –e.g. ”SUPER-Clarity” – will allow to overcome certain challenges – read clues, etc.


CONTEXT is King – CONTENT is secondary

• Don’t get me wrong –Content IS importantbut CONTEXT is evenmore important today!

• Contextualised Content


SEED – ”CLUEY”

”Elements of Cluey” Learning – educational - Hangman modificaitons – curioisty – social contact – rule play – time pressure

50 words = 1 paragraph sentence = that carries a moral to increase empathy


SEED – S.P.L. Kit

• 5 Unique Vision charts (not conventional letters but imagery) – Follow up tests!

• 1 Kaleidoscope• Fancy plastic glasses for roleplay• 10 page booklet – instuctional, games,

blindfold games as well (for normal users)• Blindfold• Foldable paper binoculars


NOURISH

• Nourish the level-playing-field created – Vision testing camps– Modular glasses - Individualization– Community workshops– Help-line for children under peer/family pressure

Choice, Competitiveness,

Collaboration, GAME ELEMENTS INTRODUCED


NOURISH – Modular glasses concept

• Give Individual choice• Customization• Low-cost (+ local manufacture) • Designer product (tie-up with award winning

designer)• Minimal components • Local distribution nodes• Accessory – changes/exchanges


FLOURISH• Harvest the good results, learn from

mistakes, prepare for second iteration -similar to a harvest!– Video Diaries– Social media access– Rewards (certification system feedback)– Events – for. Eg. Creation of a

”SPECTACULAR” day that celebrates these heroes modelled after World Sight day, world Diabetes day etc.

– EVALUATION – IMPACT MEASUREMENTS –COMMUNICATION

Affirmation, Celebration,


Proposed milestones

” The Red Thread of Gamification”


Feasibility:• A mixed bag of "free" and "priced"

products and services. • Free Products: Games and SPL kit• Priced Products and Services: The

modular glasses and events are all "priced" events

• Modular Glass Sales:Cost for Consumer + Government Subsidy + Sightsavers

Subsidy = Price of Product

US $2

US $4.5

US $2

US $8.5


Multi-fold approach

Morville’s facets of User Experience

Created for websites

Can be used for glasses, Programme design etc. etc.


PROPOSED SOLUTION SELECTED BY AN INTERNATIONAL JURY OF EXPERTS

FINANCIAL TIMES – THROWS SPECIAL EDITION –

CHALLENGE ITSELF RAISES AWARENESS AND CHARITY DONATIONS WORTH A MILLION POUNDS

SIGHTSAVERS INTERNATIONAL TRANSFERS AUTHORITY TO SSI Parts of our solution implemented in 8

simultaneous pilots in 8 different sites in India.

FEEDBACK


CASE 2: HERO RAT (Mine-Detecting rats)

http://video.nationalgeographic.com/video/news/101811-hero-rats-ngtoday?source=relatedvideo


INTRODUCING THE HERO RAT

http://video.nationalgeographic.com/video/news/101811-hero-rats-ngtoday?source=relatedvideo


HOW CAN YOU CREATE VALUE HERE WITH GAMIFICATION…

https://www.youtube.com/watch?v=qN0UL3bMQe4

https://www.youtube.com/watch?v=qN0UL3bMQe4

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