A founder's reason

Guglielmo Catalano is a Psychology & Language Sciences student at UCL. The White Lung-Ta™ was born out of a brief at the London Nudgeathon 2026, set by Save the Children's Nepal Climate Programme: a behavioural challenge to understand why families continue to breathe harmful smoke even after adopting clean cookstoves. While the hackathon concluded and the initial team parted ways, the vision didn't stop there. Driven to turn insight into impact, Guglielmo chose to carry the initiative forward. With the full backing of his co-creators, he now leads the venture as Founder & Project Leader, dedicated to making this invisible threat visible.

Currently in active development at UCL Centre for Entrepreneurship, the venture operates under intellectual property protection with a registered trademark pending. To power its next phase, The White Lung-Ta™ is seeking strategic collaborations with forward-thinking fashion brands to upcycle textile production waste into impactful awareness tools.