Congratulations! This Entry has been selected as a finalist.


Madrid and all regions, SpainMadrid and all regions
Project Stage:
$500,000 - $1 million
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

ACTIVIDA, pioneers in integrating Advance Medical Nutrition (Nutricia) and Physical Activity (Siel Bleu) in a combined offer that promotes autonomy and quality of life of residents in elderly homes.

About Project

Problem: What problem is this project trying to address?

An increase in elderly population creates new health & social issues: chronic diseases and injuries will increase by 40% in the next 20 years and social exclusion is gaining momentum. However, solutions exist to prevent and treat the weakness and frailty of this growing population : adapted nutrition coupled with regular physical activities have a great positive impact on elderly people.

Solution: What is the proposed solution? Please be specific!

Nutricia in partnership with Siel Bleu add their own expertise (Nutrition and Physical activities) to allow to the largest number of weak people in elderly homes to stay in good shape! ActiVIDA is a shared offer combining nutrition & physical exercise which is based on 3 main pilars: 1. Nutricia (RBM & Sales Reps) present actiVIDA to the Elderly Homes that are in their network. 2. Siel Bleu delivers tailored physical activity sessions in Elderly Homes willing to pay for the service 3. Nutricia (dieticians) carry out nutricional assesment on participants at the beginning of the programme and each quarter.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

"Marcelina is over 80 years of age. She has lived a long and happy life with her husband: she was a happy, friendly and outgoing woman . Marcelina spent her husband’s last days by his bedside until he sadly passed away. When her husband died Marcelina stopped socialising and laughing...until one day a girl appeared wearing a tracksuit . Marcelina was attracted to the group activity that the girl proposed and now takes part in the classes. She is smiling and eating, interacting just like her old self. This girl in the tracksuit is Jana, a Siel Bleu physical trainer, she has brought happiness and joy back into Marcelinas solitary life. This story is real and is an ActiVIDA experience that has been shared by Yollanda, from Nutricia.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Our strategy is to define an operating model that leverage at maximum the strenghs of our 3 actiVIDA “pillars”: - Nutricia Sales representants who present the common offer to their existing network of elderly homes - Siel Bleu physical educators who deliver the physical part of ActiVIDA - Nutricia Nutriassesors who realize the nutricional part of ActiVIDA by screening residents of elderly homes and meeasure the impact of ActiVIDA

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There is no other organisation adressing the problem with this hollisitic approach.


The operational comittee is composed by: -CEO Siel Bleu Spain -Regional managers Siel Bleu Spain -Nutricia Elderly homes channel Manager -Nutricia Communication Manager -Danone Iberica HR Manager It has all been about teamwork and strong comitment of both parts and an exceptional and inspiring shared mission
About the Lead Co-Creation Partners
Nutricia (DANONE)
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Type of organization (e.g. NGO, association, not-for-profit, foundation, social enterprise)


Total Number of Full-Time Employees


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Organization Name

Nutricia (DANONE)

Total Number of Full-Time Employees


Lead Contact First Name


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Elderly homes Channel Manager



Twitter URL
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Organization Website
Basic Info
Project Starting Year


Primary European Country where this Project is creating social impact

, MD, Madrid and all regions

Additional European countries where this Project is creating social impact
Select the category that best fits the type of your project:

New products & services: Entries in this category develop and offer essentials product and services that address needs currently unmet, Job Creation: Entries in this category create new jobs for people away from the labor market.

What awards or honors has the project received?
Project Summary
Co-Creation Model: Tell us about your main strategic partners and how the partnership truly create value. For each Partner please include its type (business/social/public), its name, a short description, its key motivation to participate in the co-creation project, and the key contributions it is making in the co-creation project. Please follow the format displayed below:

-Create a common offer combining physical activity and nutrition, allowing groth faster, adding competencies and creating 41 new positions within 3 years.
-Offer a unique service to common beneficiaries (older people) and common place (elderly home)
-Bring social and meaningful actions for Danone employees and reciprocally bring skills to Siel Bleu employees
-Increase the number of beneficiaries (elderly people) benefiting from each respective service/product.

Impact: What is the impact of the work to date? Also describe the projected future impact. Please specify using qualitative and quantitative data (e.g. # of indirect and direct beneficiaries); help us understand how this solution truly makes a difference.

Today 31 nursing homes have already been contracted.
2 regions have been lauched (Pais Vasco and Madrid)
That represents 600 beneficiaries which are participating in our session.
18 physical educators have been recruited (5 FTE).

Better Health :
Nutrition is much more effective, coupled with physical-activities and vice-versa (OMS)
Adapted Physical Activities reduces physical weaknesses, degenerative diseases, increase self awarness, interaction and active behavior (Inserm)
Social links :
Physical activity enhances social ties through group sessions, promotes autonomy and independence
Improves self confidence, memory and ability to react
Costs savings
These activities could reduce the likelihood of certain chronic diseases and their consequences by 40%
Potential cost savings are valued at more €15 billion (Mc Kinsey study) on the next 3 years in spain

Funding: How is your project financial supported? [select all that apply]

Businesses, Regional government.

Sustainability Plan: Has your project already reached financial sustainability? If not, what is this solutio’s plan to ensure financial sustainability? Do the main partners have enough stake to sustain the solution? If this project requires limited budget, how will other resources be secured to maintain or grow this work?

The projects runs since may 2013 and is expected to reach sustainability after 3 years. Currently (almost one year after launching) the project keeps the pase with our financial forecast.

Founding Story: Share a story about the "Aha!" moment that led the Partners to get started and/or to see the potential for this to succeed.

Aha! "we are both working for the same beneficiaries"
Aha! "we both deliver our services and products in the same place: Nursing homes"
Aha! "Nutrition is much more effective, coupled with physical-activities and vice-versa "
Aha! "You are expert in selling processes and you could help me on that? "
Aha! "You love your beneficiaries and we have lost the connection with them"

Aha & Aha! "Does it make sense if we get married?"..No primero amigos y luego novios y luego nos casamos"


About the Co-Creation
Barriers: What main barriers may you have encountered to co-create during the creation and implementation of the project and how did you try to overcome them?

It has not been barriers but learnings:
Learning #1: Clear deployment action plan co-defined together (Siel Bleu-Nutricia).
Learning #2: Operating model needs to be established upfront, defining common priorities.
Learning #3: On going/permanent coordination and communication, building trust and confidence.
Learning #4: KPIs definition to measure both social & business impacts on different time frame: short/middle term.
Learning #5: Adapt the services to the specific local needs and resources.

Governance: What is the type of the relationship between the partners? (e.g. joint venture, contractual relationship, joint project...)

Contractual relationship and joint project

Interaction model: How is the project a transformative partnership? How is the interaction transforming the partnering organizations and their employees/ leadership in terms of creating a new vision, new management practices, new skills and new organizational structures? Please provide for concrete examples

ActiVIDA has been a true transformational project:
-Building an strategic vision
-Planning from the future (to deliver 5 years vision)
-Communicating to engage teams/stakeholders (explain the vision, the opportunity we tacke, “what’s in for me”…)
-Stakeholder management & resistance to change (emotions vs logic)
-Bringing it all together…

How did you find out about this competition?

Ashoka Spain