KESHI, growing healthy

1.Obesity is a serious threat to the health and public health economies of most countries, including emerging countries.

2. The WHO notes the lack of medical solutions and the low effectiveness of preventive measures. 

3. Michelle Obama's big-budget effort in 200-2015 did not achieve any reduction in overweight among teenagers, but among very young children.  

4. The proposed solution is to exploit the power of attraction of the  young children preferred medium: games, which have always been the natural vehicle for learning about life, updated in a playful mobile app. 

Obesity is a serious threat to the health and public health economies of most countries, including emerging countries.

2. The WHO notes the lack of medical solutions and the low effectiveness of preventive measures.
3. Michelle Obama's big-budget effort in 200-2015 did not achieve any reduction in overweight among teenagers, but among very young children. 
4. The proposed solution is to exploit the power of attraction of the  young children preferred medium: games, which have always been the natural vehicle for learning about life, updated in a playful mobile app. 

Our solution is to massively teach very young children, through a video game that corresponds to the attractions of their age, to acquire positive reflexes in the choice of food and physical activity. The theme of the game, nurturing an emotional avatar to make it grow up without getting fat until it becomes a superhero, is rooted in the natural tendency as ancient as mankind to cherish a doll and play the role of parents. (tamagothi's success is an indication). Keshi's teaching method is partly inspired by alternative pedagogies (Montessori, etc) and builds a purely intuitive game without any boring educational context. The emotional aspect is a predominant driver and helps link positive emotions to healthier dietary and physical behaviours.  The first tests on children immediately demonstrated the attractiveness of the game.  The first tests on children immediately demonstrated the attractiveness of the game. The development of Keshi is done in partnership with a multidisciplinary team from the Junior Weight Clinic of the Queen Fabiola Children's Hospital in Brussels. Scientific research lasting at least one year accompanies the project with the intention of publishing it in the medical press.

Keshi video game (for 5 to 9 y.o, solution to the global problem of obesity, is proposed

- To the parents of these children

- To health authorities and operators in all countries faced with the threat of chronic diseases (diabetes, hypertension, cardiovascular troubles, etc), caused by overweight and obesity.

Keshi game can at best radically change a child's destiny, helping them to stay away from junk food and physical inactivity, and increasing their chances of escaping from non-communicable diseases that attack their quality of life.

Keshi proposes national health authorities a more effective, more socially egalitarian than any other, exclusive and powerfully attractive to children, and developed within a medical framework new means of communication. 

 Soon a Crowdfunding platform will be used to create a community of parents who are aware of the problem and invite them to test with their children and co-create the Keshi game by sending back their ideas and criticisms.

Keshi is non-violent, with a parent's adjustable playing schedule. Thanks to AR, it forces the player to move all the time, away from the sofa and chips

A special part of Keshi will be dedicated to working with parents and providing them with dietary information

Covid 19 clearly demonstrated how overweight, obesity and the resulting non-communicable diseases have made people extremely vulnerable. Some statistics indicate a doubling of the fatal risk of Covid 19 in obese people. Many authoritative personalities advocate a radical paradigm shift in medicine that should gradually shift from curative to preventive medicine. The challenge is also to help a majority of children not to become patients

Keshi's  "inductive" neuro-pedagogical innovative approach abandons traditional conscious "educational" way to exploit discovery through experience and empowerment through role-playing.

Video games "Feed Twip" (France) or "Yum Runner" (Belgium) pursue the same goal, but with inappropriate didactism for younger children and ultimately destroying their 'fun'. Researchers in pycho-pedagogy have studied the "intimate bubble out of reality" in which the player encloses himself, ideal moment to grab new images, emotions and acquire new reflexes (like  flight or driving simulator). The author has gained experience in media and events campaigns for young drivers road safety in Belgium for 11 years. (Responsible Young Drivers). Immersing the young player in the situation of having to choose the right foods to make his beloved avatar (his double) grow without becoming fat, and feeding him energy by moving himself (thanks to AR) yo become a superhero, leads him to link=right food choices (quality, frequency) and right physical activity to positive emotions that induce a better mental representation of the importance of nutrition and physical activity in healthy growth. This purely playful approach makes possible a massive and socially egalitarian diffusion of an attractive video game, a major innovation in public health communication. There are a lot of food education actions, and exergames, and a lot of old board games about good food, but still none that aim to create good reflexes just by having fun. Pokemon Go unintentionally shows that it's possible. 

Our both games Keshi 2D and Keshi AR uses Unity Game engine as main development software. We are using C# as programming languages for back-end programming

In Keshi AR game we are utilizing the Augmented Reality based features of Ar-Kit for IOS devices and Ar-core for Android devices. These Augmented Reality sdk's help us achieve the required gameplay where user is moving Keshi around in real environment with digital overlays of good and bad food.

Besides these core technologies and software's we use other multiple software's including Adobe Photoshop, Adobe After Effects, Maya, 3Ds Max etc for creating 2D graphics artwork and 3D models and animations for AR use respectively.

**Q: If your solution is a new business model or process, describe how it relies on technology to function.**

Both our games including 2D and AR versions relies heavily on technology. As both of them are used and distributed in purely software form. We utilize the device powers of IOS and Androids to show content in AR as well as show gameplay in 2D version on devices which are not capable of supporting Augmented Reality features.

AR: Augmented Reality.
Sdk: Software Development kit.
2D: 2 Dimensional.

The best prove is Pokemon Go (and others AR videogames)  and our successive prototypes

1.Changing the way children are brought up to good eating behaviour by breaking the traditional top-down relationship of "dominant parent/educator vs. submissive child" and replacing it with the autonomous discovery of the positive purpose of appropriate behaviour. Replace external "instructions" with intuitive understanding". And the instinctive reaction of the child to preserve its independence and its gustatory pleasure against external directives, through the playful pleasure of discovering by himself some rules concerning his own future instead of generalities imposed on everyone. 

2. Changing the communication style of authorities giving advice and instructions, sometimes perceived as guilt-ridden, and sometimes causing a "boomerang effect" from a part of the population who sometimes feel as an intolerable intrusion into their intimate sphere, one of their last spaces of freedom, injunctions on what they should eat. Keshi's space reserved for the collaboration with parents, voluntary or requested by the child, allows setting up a source of dietary information where parents can, without feeling constrained, voluntarily inform themselves to guide the child and become their accomplice rather than their authority.

3. Changing the pattern of transmission of prevention messages that goes to adults and educators in their charge to pass them on to children to replace it or complement it with an awareness media exclusively reserved for children who will choose whether or not to involve their parents.

4. Changing in depth the mental map of food and physical activity from an early age, emotionally counterbalancing the impulses of taste and immediate pleasure with the hedonistic pleasure of one's own vitality and physical capacities, chosen rather than imposed.

In the coming year (2020-2021), the objective is the complete development of the game with a community of end-users and the realization of the 12-month university scientific research by the partner Pediatric Hospital.

The 5-year target is to reach all countries that feel threatened by the adult and childhood obesity crisis.

This objective must be supported by the local, European, American and world health authorities (WHO) for the promotion by the media and the distribution by all available networks of a free or very low cost game (incentive price). 

Lack of financial resources to develop a commercially competitive game and maintain its attractiveness by constantly adding new content, as in a TV series.

The team is sufficient for year 1, but needs to be strengthened to a high level of quality in the course of 2021.

Due to lack of time and specialists, contacts with the health authorities are a temporary obstacle to the deployment of Keshi

1.        The FFF, which has already financed the first prototypes, is currently being asked for further help to obtain PoB in October via a pre-sale crowdfunding of the game.

2.         Thanks to this Proof of Business, several aid or investment funds are accessible and already favorable for the next stage of game development.

3.         The first marketing test in Belgium will allow the development of the marketing strategy.

4.         The publication of the results of the scientific research (mid-2021), will quickly make the game known in the interested countries and will make it possible to attract coauthors and scriptwriters of the desired level. 

Jean-Pierre Snyers, founder, full-time

Carine De Potter, half -time   linkedin.com/in/cdepotter

Pr. Henri Steyaert and his team, part-time. 

(Clinique du Poids Junior, Hôpital Universitaire des enfants Reine Fabiola. Bruxelles.)

Jean-Pierre Snyers

Expertise in communication, in particular medical, social, political and commercial communication.

Basic medical university education (3 years)

Designer and director of the communication policy of the Responsible Young Drivers (11 years old) for the road safety of young drivers.

Personal reflection on communication in dietetics. Author of a book "ABC Maigrir, Belgium 2005) Creation of an IOS app "iWilll" in 2014, focusing on mental vs. purely commercial diets".

Constant search for "behaviour change communication".

Carine De Potter

Totally involved in the world of care, and passionate about its evolution and the permanent discovery of new psychological and pedagogical approaches. Expertise in coaching startups in the health sector, founder of her own startup "moodifybox".

People close to the project who accompanied him during the 2 years of research:

Antoine Snyers, Head of Applications Development, Social Lab/Ogilvy Brux, co-funder

Benjamin Snyers, CEO Social Lab/Ogilvy, co-funder

Prof. Henri Steyaert, Head of the Junior Weight Clinic (HUDERF), President of Foundation Child Easy

Pierre Olivier Beckers-Vieujean, President of the Belgian Olympic and Interfederal Committee (COIB)

Prof. Jean-Bernard Otte, Past President Belgian Royal Academy of Medicine    

Maxence Debeys, Businessman, co-funder

Vincent Doumier, Corporate Director

Anne Wynen-Dufrane, Dietician-Nutritionist, formerly. Chirec.

Pascal Minotte, Psychologist, researcher, Cresam, Namur

Julien Annart, UCL, Pedagogical Detachment for Video Games, For'J, Charleroi

Dominique Mangiatordi Gamification & Disruption Expert, ØPP, Liège

Bruno Urbain, Studio Fishing Cactus founder & manager, Mons.    

The essential partner in Keshi's approach is:

The Junior Weight Clinic of the Queen Fabiola Children's University Hospital, directed by Professor Henri Steyaert, surrounded by a multi-disciplinary team.
https://www.huderf.be/
https://www.huderf.be/fr/pluri...
linkedin.com/in/henri-steyaert-98a80258

Accompanying scientific research is programmed over one year starting in September. It will cover 200 children, half of whom will be followed for food problems, the other half for school children (1st year). This is a randomized study: in each group, 50 children play with Keshi and 50 do not. The main test is the FFQ: a food behaviour test validated by the country's scientific and political authorities. 
Other tests, particularly psychological tests, are planned. The file on this research is currently before the Ethics Committee of the HUDERF Hospital.

Keshi is distributed directly on the many specialized platforms, on sales platforms (AppStore, GooglePay), and on the market place (Amazon). Faced with a plethora of competition, Keshi is the only one to have exclusive advantages: it is useful for children's health, scientifically supervised and "parent friendly": anti-addiction, anti-chips-and-sofa.

Of course, his Fun has to be up to the level of little players from 5 to 9 yo: the gameplay has been pre-tested on a representative sample of 21 children with a score of 4.8/5.

But the most important thing is that Keshi can benefit from alternative distribution channels, where it will be the only video game: school, medical and paramedical, hospital networks, health association sites (diabetes, cardiology, etc), health contacts (mutual insurance companies, insurance companies, etc); partners and sponsors.

How to successfully market such a project, both socially and economically? By making full use of its double role: fun AND useful: a real game + a new concept of prevention and health. The communication channels add up: media and game platforms + health networks, schools, paramedicals, media and health and well-being associations. Starting with press releases: an innovation on two very current themes: healthy food and video games.

Keshi will be offered in a limited free version, and in a freemium version at ±4 € (value and credibility! Or reimbursed by mutual insurance companies). The potential buyers, parents of children aged 5 to 9, is 20 million in the EU, and 22 million in North America. Worldwide: 640 million. 

In 2020, FF donations and aid will be enough to launch the crowdfunding which will allow both 

- to validate the traction of the game (already tested on 22 parents, 100% positive) - to collect between 15.000 and 25.000 euros -to bring together a community of end-users co-creators of the game

The PoB will raise funds for research and innovation in Belgium and the EU.

Keshi is currently negotiating his entry into a health incubator. 

By the end of 2020, the launch of a first version in Belgium should lead to financial equilibrium.

In 2021, Keshi will start to be marketed in 6 European countries, aiming at a very reliable market penetration generated by public relations (media interest in health innovation/video game), some digital marketing and promotional support by health institutions and operators (Mutuals

To obtain international recognition of the project and contacts with authorities and operators confronted with the problem of obesity.
To establish connections with other teams especially academic teams that are engaged in kind of research in psychology and neuro-education.
To find human, and ultimately financial resources 

I wish to develop a strong team with qualified professionals to carry out this project. 

TOMO, UK

Nutri count, USA

Kinedu

I wish to develop a strong team with qualified professionals to carry out this project. 

And continue to improve the MVP.

We are qualified because our solution can have a significant impact on global health, starting with children, and help reduce the cost of obesity so that resources can be devoted to the prevention of other diseases and pandemics.

W'll use the prize to continue to improve the MVP and engage people

Our original and inexpensive solution to reduce the risk of obesity in the world concerns every family and every child who can benefit from a better quality of life for their whole life, because the mental representations and habits and acquired in childhood will persist in their memory.

Obtaining one of the People's Prizes would allow the production of a video game of a quality comparable to the best (Pokemon Go, Minnecraft, Mario, etc.) and therefore such a wide distribution that the effect on the population would be greater and, as the young players of Keshi grow, would allow a general change in eating and physical activity behaviors for themselves and their future families.