The evolution of a winning concept

The foundations of this venture were laid during the London Nudgeathon 2026, an innovation challenge set by Save the Children, focused on the wellbeing of future generations, where the initial concept was awarded 2nd place.

With the go-ahead of his Nudgeathon teammates, Guglielmo Catalano has continued to lead the project since the competition ended, developing it into The White Lung-Ta™: a scalable social-enterprise framework that combines circular-economy material design with COM-B behavioural science.