4TU – Pride & Prejudice

Screen Shot 2018-03-31 at 21.22.20Happy and proud to be able to share that ‘Pride & Prejudice’, the proposal that we submitted for the 4TU call High tech for a sustainable future has been awarded funding. During the next 4 years, Pride & Prejudice will connect researchers (consortium members and 10 to be appointed tenure trackers and post docs) from the 4TUs (Wageningen University & Research, Technical University of Eindhoven, Technical University of Delft and University of Twente) to collaborate on tackling chronic disease prevention through real-life monitoring and context-aware intervention design.

In other words, this is the programme that will bring together and strengthen the efforts of the 4TUs to contribute to the significant challenges our society faces when it comes to our Health & Vitality. Physical activity and diet are two key lifestyle factors for sustainable health, which are also strongly linked with each other. Pride & Prejudice will seek to combine innovative technology, new frameworks for behaviour change, systems to monitor health parameters and behaviour, and design approaches to develop interventions that persuade people to make healthy choices about what they eat and to what extent they are physically active.

The strength of this programme lies foremost in the variety of disciplines that it brings together, researchers connected to three existing 4TU centres are represented in the consortium: Humans & Technology, Ethics & Technology and Design United. Moreover, our colleagues from WUR bring in valuable expertise on eating behaviour, consumer and health psychology. Very much looking forward to this collaboration and to meeting the 10 new 4TU colleagues who will join us!