Cream Collective

Problem

The public have demonstrated great acts of generosity in the wake of Covid.

Much of this has been directed toward the elderly as they are particularly

vulnerable in the current situation. However, once people return to

work, and have less time on their hands, their attention is likely to be diverted.

How can we produce something to step in and fill some of this void

49% of elderly people say their TV is their main form of company, how can we enhance their relationship with their TV so that it is more rewarding?

A collaboration between Amazon and Age UK involving the creation of a new Firestick, designed specifically with the needs of the elderly in mind.