Innovation Project Summary  Cookhouse Lab

How Can Insurers Contribute to Suicide Prevention Initiatives?

Addressing the issue of preventable suicides in the working population.

3
DAYS
8
COMPANIES

LONDON
2018
OCT
3
MVPs
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Challenge

Identify triggers - that are visible to insurers - and support people with resources that will make a practical difference.

WHY?

Understanding those with Suicidal Thoughts

SEE
  • No-one talks about mental health
  • Ignored by others - apathy
  • No-one sees the signs = no one cares
  • Triggers – major life events
  • Celebrity suicides – negative role models
  • Everyone else’s highlights on social media
SAY & DO
  • Conform
  • In-denial
  • Try to carry on as “normal”
  • Seek treatment
  • Impulsive suicide
  • Organize personal information for post-suicide e.g. bank details
HEAR
  • No-one said anything to help
  • Listening to voices in their heads
  • Awareness of suicide in family (if known)
  • Negativity
  • Pain matters and is valid
THINK & FEEL
  • Mental health issues are a sign of weakness, anger at oneself
  • Shame and burden on others
  • Scared to talk about it
  • Apathy from society, alone, isolated
  • Powerless to improve the situation
  • Cannot see a future
  • Concerns for family e.g. financial
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Discovery

How can insurers help both the insured and uninsured?

How can current insurer touch points be leveraged?

Can data and technology support our efforts?

Is it possible to help without communicating a hidden agenda?

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CONCEPTS

Maximizing the use of technology will help recognize triggers and better support families with claims.

1

A HUMAN TOUCH

The solution is simple, but often those can be the most impactful: a handwritten card for the recipient of the claim after a suicide.

This solution provides a small, but personal touch, that humanises a currently formal touchpoint. The card includes information about how to seek help and self-care, and all information would be expertly screened.

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2

PENGUIN AWARENESS CAMPAIGN

The penguin was chosen as the face of the campaign because of its caring nature, and survival in community. 30 Six-foot penguins would be placed around London, fitted with screens that would ask passers-by questions about how they feel, to raise awareness about mental health, and encouraging people to stop, think and interact.

The idea was inspired by best practices around the world showing how a simple question could distract those with suicidal thoughts from acting on them.

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3

INSURANCE INDUSTRY WORKING GROUP

Due to the interest of the team in taking this topic further as an industry, a working group was proposed to continue the efforts that the Cookhouse Lab had initiated.

The mission of the group is to catalyse actions within the insurance industry, targeted at contributing to suicide prevention initiatives. It will initially run for a 12-month period at which point a review will be held to determine whether or not to continue.

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ESTIMATED IMPACT

An "everything in one place" experience where customers have all their insurance info in one place organized by care categories rather than products.

Positive behavior driven challenges and rewards to further protect the customer's insurance care items using daily used IoT-connected appliances.

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APS Cost

up to 70%

Reduction in costs to request and process APS documentation

impact_icon

APS Cost

up to 70%

Reduction in costs to request and process APS documentation

impact_icon

APS Cost

up to 70%

Reduction in costs to request and process APS documentation

RESULTS

In this three-day sprint, the project team explored in depth this important, and emotive, societal issue.
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Empathy Maps
1
Customer Journey Map
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Ideation Questions
17
Lightning Demos
12
Initial Solutions
3
MVPs
1
Innovation Report
3
Project Presentations
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