The Community of Care
Service Design · Speculative Design · Public Sector
Overview
The Community of Care is a speculative service design project that reimagines the future of mental health policy in the UK by placing community and prevention at its core. Developed in collaboration with the Government Digital Service (GDS), the project aims to provoke critical and creative conversations within GDS and GOV.UK on how the government might prioritise wellbeing across all policy areas, shaping more meaningful and impactful strategies for the future.
Through iterative prototyping and storytelling, the project envisions a healthier and more preferable future—one where certified local businesses like barber shops, cafés, and salons become everyday spaces for open mental health conversations. These tangible artefacts and future scenarios serve not only as design provocations but also as tools for public engagement, prompting government professionals to reflect on systemic gaps and reimagine what the health system could become, driving positive change in future policy formulation.
Role
Service Design, Speculative Design, Design Research, Prototyping, Testing, Visual Design, Pitching, Exhibition
Team
A team of 5
(MA Service Design students)
Timeline
Apr 2023 — Jun 2023
Partner
Government Digital Service
(UK Cabinet Office)
Background Research
The project began with a horizon scanning exercise, reviewing sources ranging from news articles and policy papers to academic journals and podcasts, aiming to identify global trends and weak signals that might shape the future of public systems. Early discussions centred around how far the government might go when faced with resource exhaustion, raising unsettling questions about the ethics of end-of-life decisions and whether redefining public safety through the redistribution of police funding could lead to more effective, prevention-focused social support. These speculative prompts challenged our assumptions and laid the foundation for further exploration.
Iterative Design Process
Rapid Prototyping
We began by prototyping one of our most radical concepts: a dystopian future in which policy decisions pushed ethical boundaries to manage resource scarcity. We materialised how the public might interact with such services, translating abstract policy visions into tangible touchpoints.
However, as the scenarios took shape, we realised that the friction and emotional discomfort they generated made it difficult for the public and GDS stakeholders to engage meaningfully. While the provocation drew attention, participants questioned how life could be measured and whose future was worth investing in. This turning point led us to reconsider the role of speculation—not just to provoke, but to enable constructive dialogue.
Prevention as a Key Strategy
These prototypes helped us build a compelling future worldview and engage participants in richer conversations. However, we soon realised that while prevention was a shared thread, combining topics like crime reduction and healthy living caused narrative friction. The scope grew too broad and lost cohesion, making it difficult for audiences to engage deeply with any one issue. After gathering feedback and evaluating the impact of each concept, we chose to focus our final proposal on Community of Care, a service with emotional resonance and clear systemic potential.
Service
Mental Health Thrives in 2040: the Community of Care
The Community of Care is both a dedicated government body and a transformative initiative that reimagines the UK's mental health system by placing community and prevention at its heart. By 2040, the government prioritises health and wellbeing across all policy areas, reallocating resources toward proactive measures that ease the burden on the NHS. Mental health care is no longer seen as the sole responsibility of social workers or professionals, and everyone plays a part in supporting each other’s wellbeing.
As an initiative, Community of Care harnesses the power of local services, such as barber shops, cafés, and salons, empowering them as safe spaces for mental health conversations. The government collaborates with these businesses by providing training and incentives, equipping staff with mental health literacy, empathy, and listening skills so they can become the first line of support within communities. These everyday touchpoints form a distributed yet trusted support network, fostering a culture of empathy and shared responsibility. Together, they help identify early signs of distress and build a healthier, more resilient society.
Service Enablers: Central and Local Government
The central government funds the programme, manages a national database of approved service providers, and works with local governments to promote the initiative. Local authorities are responsible for building relationships with service providers and ensuring accessible information and training resources.
A series of local government posters inviting service providers to join the Community of Care programme.
An information brochure from local governments outlining the programme, including training and application details.
Service Providers: Approved Local Businesses
Certified service providers receive local government funding to cover training and staffing costs. Employees are awarded a certificate upon completion of training, which must be renewed annually to maintain service quality and standards.
- A funding approval letter, accredited service provider stickers, and employee certificates issued by the local council.
A recruitment poster displayed by a local business seeking staff certified under the Community of Care programme.
Service Users: Customers of Local Businesses
Customers—such as those visiting barber shops, cafés, taxis, or bars—can identify Community of Care providers through accredited stickers displayed on-site. These interactions and touchpoints are designed to feel informal and familiar, making it easier for people to seek support in everyday environments.
A taxi service participating in the programme displays an accredited sticker on its vehicle.
A promotional card introducing the Community of Care taxi service, and a referral card placed in each accredited provider’s store
Reflection
The Power of Storytelling and Prototyping
Storytelling in Design Futures plays a critical role in sparking conversation and engaging audiences with speculative scenarios and prototypes. When compelling, it encourages reflection on questions such as “Who benefits?” and “Who’s excluded?”, inviting audiences to consider multiple perspectives. However, aligning narratives with existing worldviews is key, while too many deviations can lead to confusion and dilute the impact. Using familiar elements from everyday life as prototyping materials can deepen engagement and allow the work to resonate more naturally and speak for itself.
Service Design Through Design Futures
Design Futures challenged my preconceived notions of speculative design, showing how it can be used to explore long-term service possibilities. It also broadened my understanding of service ideation and delivery, encouraging me to look beyond technology-led visions and explore diverse scenarios that reimagine the roles of individuals, institutions, and governments. As a service designer, I found that combining storytelling with rapid iteration allowed us to prototype future contexts that invited dialogue and helped shape more thoughtful, inclusive strategies for a preferable future.