UNIT IV

Academic Support Session with Matthew Phull – Appendix and Reference List specifics

This week, I completed the final draft of my 1000 word report. The outstanding work was to correctly organise and format my Primary Research findings, related to my Appendices and Reference List.

On Thursday 2^nd November, Mathew Phull kindly gave up some of his time for an in-depth look at the final draft of my report, where I shared and explained each Appendix item, along with where and how I would like to present or refer to them. Together we decided on the best cause of action. I found this to be very helpful and settling, and ‘the final piece of the puzzle’ was now able to be completed.

Final Reflections, Thoughts and Feelings

This has been a very illuminating unit. It has allowed the opportunity for my studies and my job as Programme Manager at the Claremont Project to come together. It has shown that the two are complementing each other well, with the ‘arts for health and wellbeing’ research relating to Patchworks deepening my knowledge of the field and corresponding needs within the Claremont Project membership of older adults.

The assignments in this unit have required me to research and learn new academic processes, such as using an Appendix, incorporating graphs and illustrations, presenting Primary research in an academic context and writing a Business Report for the first time. This has allowed a great level of learning for me, along with the chance to solidify my areas of interest, encourage my ambition and make me feel more confident for future assignments.

This week, based on feedback in class and blog comments, I took to UAL’s online library and the internet to brush up on my business-focused resources for my 1000-word report:

• ‘Understanding Creative Business: Values, Networks and Innovation’ by Shorthose and Maycroft (2012), was an interesting read exploring what innovation means. This helped me to frame how Patchworks is innovative, with a supporting theory.

• Business News (2014) provide a detailed overview of Treacy and Wieraman’s ‘The Discipline of Market Leaders’, which helped to provide context to Patchworks’ key values.

• I re-read a journal I previously found that gathers expert opinions on survey design to expand on my use of specific question types in my primary research (Chyung et. al, 2014).

• Companies House online offers an effective summary of the Community Interest Company business model – one I’m keen to explore for Patchworks  (Companies House, 2023).

• Cone’s ‘Steal These Ideas! : Marketing Secrets That Will Make You a Star’ (2005) was more of an accidental find, which to my surprise, helped me learn more about what a ‘USP’ is and needs to be for a successful business venture.

I have now incorporated these into my report, to demonstrate my deeper business understanding, framing my points from more of an informed position. This makes me feel more confident regarding my current draft, which I believe is close to completion.

Reference List:

Business News (2014) Summary: the Discipline of Market Leaders : Review and Analysis of Treacy and Wiersema’s Book, Lemaitre Publishing: Namur. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=2080500&query=The%20Discipline%20of%20Market%20Leaders. (Accessed 1 November 2023)

Chyung, S.Y., Roberts, K., Swanson, I. and Hankinson, A. (2017) ‘Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale’, Performance Improvement, 56(10), pp. 15-23. doi: 10.1002/pfi.21727.

Companies House (2023) An introduction to community interest companies. Available at: https://companieshouse.blog.gov.uk/2023/08/31/an-introduction-to-community-interest-companies/. (Accessed: 25 October 2023).

Cone, S. (2005) Steal These Ideas! : Marketing Secrets That Will Make You a Star, John Wiley & Sons, Incorporated, Newark. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=238539  (Accessed: 1 November 2023).

Shorthose, J. and Maycroft, N. (2012) Understanding creative business: values, networks and innovation. Farnham: Gower.

On LinkedIn this week, I stumbled across a new, fascinating report just published by the World Health Organisation and United Nations entitled ‘Mental Health, Human Rights and Legislation: Guidance and Practice’ (2023).

In a new post on her blog ‘What Would Jess Say?’, Sunday Times Bestselling Author and Chartered Psychologist Dr. Jessica Taylor presents the new report and provides a detailed and intuitive overview, highlighting the key findings (2023). This led me to read the report itself, and I found it perfectly aligns with my Patchworks venture, helping to further demonstrate the need and gap in the market. Namely, the apparent shortcomings of the current biomedical model of our NHS and the pressure it faces, plus the need for more holistic, social, and trauma-informed approaches.

Academic Support Session

On 17^th October, I had my helpful Academic Support Session with Vivien Fox.

Upon showing her my ‘report plan’, I felt relieved and encouraged to hear that she felt it was a strong and promising plan. Vivien was very helpful with some practical challenges I was facing, relating to correctly presenting my primary research in the Harvard style and critically deciding how best to do this in each instance.

I was happy to receive some further documents as guidance from Vivien, including a UAL ‘Visual Referencing Guide’ by Liz Higgs and Lucy Painsar (no date), an internal UAL document on ‘referencing interviews and personal communications’ (no date) and a resource entitled ‘Using and Citing Illustrations in Essays’ by the Learning Resource Centre and Boston Architectural College (no date). These are most helpful and have helped to relieve anxieties by presenting correct methodologies.

Reference List:

Boston Architectural College (no date) Using and Citing Illustrations in Essays

Higgs, L. and Painsar L. (no date) Visual Referencing Guide. London: University of the Arts London

Taylor, J. (2023) UN and WHO call for ‘significant shift away from biomedical model of mental health. What Would Jess Say?. Available at: https://whatwouldjesssay.substack.com/p/un-and-who-call-for-significant-shift?utm_campaign=post&utm_medium=web. (Accessed: 14 October 2023).

University of the Arts London (no date) Interviews Reference. London: University of the Arts London

Social Impact of Patchworks:

• Making the key benefits of the Art and Creative Therapies more accessible
• Educating underserved communities on the benefits of the arts for wellbeing (neuro-arts)
• Empowering people to be more proactive regarding their personal wellbeing journey via considered engagement with the arts
• Encouraging reflection via facilitated, exploratory and supportive conversation (focused on logotherapy)
• Potential wider societal impact: relieved strain on NHS via increased engagement with the arts for well-being purposes • Increased and more mindful engagement with the arts

Zoom Calls with Arts for Health Professionals:

This week, I interviewed Zoe Savva (Art Psychotherapist), Hannah Williams (Dance Artist, Movement Facilitator) and Chet Bentley (Musician, Sound Healing Practitioner), asking preliminary questions around their practice. This is a key part of my primary research. I have gained new research recommendations, practical exercise suggestions to include in the potential future workshops and general encouragement.

Thoughts, Feelings and Emotions

I am feeling positive and excited about this project, following strong uptake in my survey at the Claremont Project and positive feedback from arts for health professionals. This is my first time writing a report, so I am feeling some anxiety, however, an Academic Support Session this week helped to resolve my queries.

My research so far indicates that Patchworks is a viable venture, with the key message being how great the arts can be at engendering greater well-being. However, It’s become clear that I should collate further secondary research on the ‘Neuroarts’ as a main element of Patchworks. These research sources are listed in the reference list below.

Reference List:

Brown, S. (2019). A Unifying Model of the Arts: The Narration/Coordination Model. Empirical Studies of the Arts, 37(2), 172-196. Available at https://www.neuroarts.org/pdf/NarrCoord.pdf or https://doi.org/10.1177/0276237419828213. (Accessed 17 October 2023)

Brown, S. (2021) The Unification of the Arts: A Framework for Understanding What the Arts Share and Why. Oxford: Oxford University Press

Brookshire, B. (2023) ‘How art, music and dance affect your brain and body: In their upcoming book, authors Susan Magsamen and Ivy Ross promote the new science of neuroaesthetics — how creative pursuits can promote physical and mental health’, The Washington Post, Thurs 2 March. Available at: https://www.washingtonpost.com/wellness/2023/03/02/music-dance-painting-brain-mental-health/. (Accessed 17 October 2023)

Magsamen, S. and Ross, I. (2023) Your brain on art: how the arts transform us. New York: Random House.

Mind (2021) Arts and creative therapies: Explains what arts and creative therapies are, the different types and how to access them. Available at: https://www.mind.org.uk/information-support/drugs-and-treatments/talking-therapy-and-counselling/arts-and-creative-therapies/. (Accessed 17 October 2023).

Psychology Today (2022) Neuroarts: An Emerging Field with a Plan to Transform Health. Available at: https://www.psychologytoday.com/gb/blog/the-art-effect/202202/neuroarts-emerging-field-plan-transform-health. (Accessed: 17 October 2023)

Siler T. (2015) Neuroart: picturing the neuroscience of intentional actions in art and science. Frontiers in human neuroscience, 9, 410. https://doi.org/10.3389/fnhum.2015.00410

The Aspen Institute (2021) NeuroArts Blueprint: Advancing the Science of Arts, Health, and Wellbeing. Available at: https://neuroartsblueprint.org/wp-content/uploads/2021/11/NeuroArtsBlue_ExSumReport_FinalOnline_spreads_v32.pdf. (Accessed 17 October 2023)

The Aspen Institute: NeuroArts Blueprint: Advancing the Science of Arts, Health, and Wellbeing. Available at: https://www.youtube.com/watch?v=1fRPRldiwkI. (Accessed 17 October 2023)

Your Brain On Art (2023) What Is NeuroArts. Available at: https://www.yourbrainonart.com/what-is-neuroarts. (Accessed 17 October 2023)

Contacts now approached for online interview:

Questions, Concerns, (Solutions)

• Will the ‘cherry-picking’ nature of Patchworks content, informed by their knowledge and practise, sit well with them?
(Explain Patchworks approach – holistic, Logotherapy-focused)

• Will they feel like Patchworks aims to compete with them?
(Explicitly state the opposite, share plans to signpost to art therapists)
(Explain how Patchworks aims to be preventative, delivered in community settings – different consumers)
(Explain how Patchworks will be led by non-clinical facilitators)

1 Information Sheet/Consent Form created for both Arts Therapists and potential future attendees of Patchworks (Members/Users of the Claremont Project):

Survey Creation (Claremont Members):

To avoid ‘middling’ responses, I’ve replaced interval rating scales with ordinal and ordinal Likert Scales, informed by the article “Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale”, from experts including Katherine Roberts – Senior Instructional Designer at WellMed, UnitedHealth Group, Texas (Chyung et. al, 2017).

Peer Work

Class Breakout Room:

• Mollie Pulte shared that the global health and wellness market size is predicted to reach close to 7 trillion USD by 2025 (Gough, 2023)
• Mollie shared her Investor deck for feedback:
-I suggested using branding to attract audience demographics (e.g. Vox music artist for Gen Z aligning with ‘witch movement’)
-I suggested middle-aged adults as another demographic (‘mid-life crisis’, divorce, children leaving home, lifestyle changes)
• Mollie suggested converting our Instagram accounts from personal – business to access Meta’s marketing insights

Zoom Call Discussion – Mackenzie Walchuk

• Troubleshooting Information and Customer Consent form creation
• Mutual feedback on primary research plans
• Sharing of report writing plans, discussing narrative focus and presentation of data

Suggesting my approach for Mackenzie’s project helped clarify my own plans.

Reference List:

Chyung, S.Y.(., Roberts, K., Swanson, I. and Hankinson, A. (2017) ‘Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale’, Performance Improvement, 56(10), pp. 15-23. doi: 10.1002/pfi.21727.

Gough, C. (2023) Wellness industry – Statistics & Facts. Available at: https://www.statista.com/topics/1336/wellness-and-spa/ (Accessed: Oct 5, 2023).

Mind (2013) We Still Need to Talk: A report on Access to Talking Therapies. Available at: https://www.mind.org.uk/media-a/4248/we-still-need-to-talk_report.pdf (Accessed: Oct 5, 2023).

NHS Business Services Authority (2023) Prescription Cost Analysis
England 2022/23. Newcastle upon Tyne: Online: Available at: https://nhsbsa-opendata.s3.eu-west-2.amazonaws.com/pca/pca_summary_narrative_2022_23_v001.html (Accessed: Oct 5, 2023).

Service, Community and Connection

Patchworks will follow a service-based business model that is differentiation-focused.

It will follow new business model trends such as being purpose-driven, community-centered, multi-sensory, and personalized (due to the content of the multidisciplinary hands-on artistic activities, solo, and group reflective exercises and local community delivery locations).

The content of the workshops will be unique and exclusive, both in terms of being an innovative idea and their personal, holistic, and reflective nature (informed by logotherapy and psychotherapy engendering emotional connection). Product innovation and customer intimacy will be the key values.

As consumers will be users of community organizations who are interested in learning more about the arts for well-being in their local community setting, Patchworks connects with lifestyles.

An area for further ideation development is ICT. A centralized, technological element of Patchworks could be its online website, which could act as an information resource via a blog and signposting service to other arts for health organizations and professionals. Online delivery of workshops may also be a viable path for those who can’t leave their homes. It would reduce travel costs for delivering speakers, however, how to retain the experiential quality for online users requires further exploration.

Alignment with Arts Council England (ACE) = Wider Potential Societal Impacts and Funding Opportunities

‘Creative Health and Wellbeing’ (Arts Council England, 2022), part of ACE’s ‘Let’s Create’ strategy (Arts Council England, 2020) shows their commitment to social prescribing, place-based work, prevention (healthy habits, behaviours and social connection), strategic partnerships with health and social care sectors and new research. Their Evaluation of the Thriving Communities Fund report (Parkinson et. al, 2022) provides case studies and evidence of ACE’s support of initiatives like Patchworks.

Reference List:

Arts Council England (2022) Creative Health & Wellbeing. Available at: https://www.artscouncil.org.uk/developing-creativity-and-culture/health-and-wellbeing/creative-health-wellbeing (Accessed: 27 September 2023).

Arts Council England (2020) Let’s Create. Available at: https://www.artscouncil.org.uk/our-strategy-2020-2030 (Accessed: 27 September 2023).

Parkinson, A., Tanner, S., Burgess, A., Usher, S., Knight, E. and Heath, O. (2022)  Evaluation of the Thriving Communities Fund. London: Wavehill: Social and Economic Research. Available at: https://www.artscouncil.org.uk/thriving-communities-fund-evaluation-report (Accessed: 27 September 2023).

‘Patchworks’ customers are local community-based organizations, consumers are their users:

• Profitable = Corporate workplaces, private schools, nurseries & care homes

• Charitable/subsidized = Others listed above prioritizing underserved community groups, low socio-economic status and the lonely/isolated

• Perception: Patchworks should be positioned as non-clinical, holistic & accessible to all

Secondary Research:
I have begun compiling reports evidencing the impact of social prescribing, how it was halted by the pandemic and evidence supporting the argument to revisit now due to a renewed understanding of its benefits.

– British Red Cross: Fulfilling the promise: how social prescribing can most effectively tackle loneliness (2019)

– UK Parliament, House of Commons: Social Prescribing Reports (2020)

– National Academy for Social Prescribing: The Economic Impact of Social Prescribing)

– NHS England: Delivery Plan for Recovering Access to Primary Care (2023)

Furthermore, the Culture, Health & Wellbeing Alliance: Creative Health Quality Framework (2023) was recently published providing a tool for best practise for arts and cultural projects focused on health and wellbeing.

Planned Primary Research:
– Consultation survey for users of community centers measuring interest and demand (quantitative and qualitative)
– Zoom calls with arts therapists – preliminary questions around their practice

Entrepreneurial Value Proposition Statements (EVPS)

Using Kolbs Learning Cycle (1984), Anna Ilishkina and I helped each other to develop these via Zoom. Upon organising, reflecting and preparing (including watching a YouTube video explaining Kolbs’ learning cycle), I discovered I have a ‘converging’ learning style.

Questions, challenges, and reflections:

-Multiple USP’s
-What’s the main USP?
-What’s the single most important factor?
-Difficult to make EVPS concise!

Reference List:

Culture, H.&.W.A. (2023) Creative Health
Quality Framework. Available at: https://www.culturehealthandwellbeing.org.uk/sites/default/files/Creative%20Health%20Quality%20Framework.pdf (Accessed: 25 September 2023).

Eaton, M. (2020) Briefing Paper: Social Prescribing . House of Commons Library, UK Parliament. Available at: https://researchbriefings.files.parliament.uk/documents/CBP-8997/CBP-8997.pdf (Accessed: 25 September 2023).

Expert Program Management (2020) Kolb’s Learning Cycle Explained with Example. Available at: https://www.youtube.com/watch?v=rycjUldMl3k (Accessed: 25 September 2023).

National Academy for Social Prescribing (2022) The Economic Impact of Social Prescribing. Available at: https://socialprescribingacademy.org.uk/media/carfrp2e/evidence-review-economic-impact.pdf (Accessed: 25 September 2023).

NHS England (2023) Delivery Plan for Recovering Access to Primary Care. Available at: https://www.england.nhs.uk/wp-content/uploads/2023/05/PRN00720_ii-Delivery-plan-for-recovering-access-to-primary-care-updated-summary-of-support-offer-for-practices.pdf (Accessed: 25 September 2023).

The British Red Cross Society and Co-operative Group Limited (2019)  Fulfilling the Promise: How Social Prescribing Can Best Treat Loneliness. Available at: https://www.redcross.org.uk/-/media/documents/about-us/research-publications/health-and-social-care/fulfilling-the-promise-social-prescribing-and-loneliness.pdf (Accessed: 25 September 2023).

Patchworks

‘Patchworks’ is a potential invention as there doesn’t seem to be an organization delivering events that are both ‘educational talks come participatory workshops’ on how the arts can engender greater well-being. Using art therapies, logotherapy and neuro-arts in new ways could be an innovation of knowledge and practice.

Identified start-up business models of interest and similar businesses/potential competitors (private service-based companies, community interest companies and charities):

SET (Self Esteem Team)
The Music In You
Art 4 Healing
PoetsIN
Artis Foundation

The following problem-solving exercise shows that ‘Patchworks’ aims to meet a need for increased and more mindful engagement in the arts:

‘Patchworks’ will aim for dual advantage: customer intimacy (content of events – encouraged reflection and creative exploration) and product leadership (a new kind of event). ‘Patchworks’ will meet participants (consumers) where they are at community and arts centres, schools, halls, studios and venues.

Peer Work

In discussing the arts funding landscape in Abu Dhabi and workshopping approaches to funding for Cristina O’ Hanlon, I shared the business model of Independent Venue Week. I suggested how this may be replicated in a visual arts context via arts residencies with emerging artists in non-studio settings. For Anna Ilishkina’s idea of an ethical fashion online platform, I suggested a blog showcasing sustainable fashion approaches (upcycling, ethical styling).

Drawing on her Psychology degree, Mackenzie Walchuk suggested I read the DSM5, looking at what disorders could be helped through each art form, symptoms and definitions. She shared her knowledge of ‘frontal lobe’ development and how establishing one’s core values and attaching oneself to a mission relates. Mollie Pulte kindly introduced me to Chet Bentley (Musician and Sound Healing Practitioner).

Reference List:

Art & Creativity for Healing Inc (2023) Workshop FAQs: Learn About Our Workshops. Available at: https://art4healing.org/faq/ (Accessed: 18 September 2023).

Artis Foundation (No Date) About: Our vision is for a world enriched through the arts. Available at: https://www.artisfoundation.org.uk/about/ (Accessed: 18 September 2023).

GOV.UK (2022) Guidance: Social prescribing: applying All Our Health. Available at: https://www.gov.uk/government/publications/social-prescribing-applying-all-our-health/social-prescribing-applying-all-our-health#:~:text=Recognising%20that%20people’s%20health%20is,control%20of%20their%20own%20health (Accessed: 18 September 2023).

Independent Venue Community (2022) ‘The Music In You’ Comes to Isle Of Wight. Available at: https://independentvenuecommunity.com/2022/07/14/the-music-in-you-comes-to-strings-isle-of-wight/ (Accessed: 18 September 2023).

PoetsIN (2023) Home: A Charity Created For People Struggling With Their Mental Health By Two Poets Who Have Struggled Too. Available at: https://www.poetsin.com/ (Accessed: 18 September 2023).

Self-Esteem Team (2021) Mental Health School Speakers: Award-winning Wellbeing Classes to Help Young People Navigate Their Minds. Available at: https://www.selfesteemteam.org/ (Accessed: 18 September 2023).

Interests

•  Arts in health

• Communities

• Spirituality and wellbeing (human-related, non-religious)

Research: developing reading list and key findings

• Arts In Health, Daisy Fancourt
– History of arts and health sectors, ‘arts in health’ movement
– Best practice: how to practically, ethically and legally conceive, plan and deliver an arts in health intervention/research project
– Randomized Control Trials (RCT)
– Research findings: how the arts support different areas of health

• Your Brain On Art, Susan Magsamen and Ivy Ross
– How different arts activity/engagement practically affect the brain (science, anatomy, neuroplasticity)
– The arts and community development
– Arts and wellbeing case studies

• The Body Keeps The Score, Bessel Van Der Kolk
– Trauma treatment
– Arts for health case studies / projects successfully helping people recover from depression, anxiety and PTSD (e.g mask making for veterans offering an alternative step in recovery to more traditional forms of cognitive/talking therapies where they’ve not worked)

• What Happened To You?, Bruce D. Perry M.D Ph. D, Oprah Winfrey
– ACE (adverse childhood experiences)

• The Power Of Now and A New Earth, Eckharte Tolle (revisiting)
– The law of attraction
– Subconscious mind
– Ego v.s true self
– ‘Pain bodies’ (accumulated, historic, emotional pain)
– Being present, mindfulness and self-awareness
– Collective impacts of the above on a societal level

• The Doctor And The Soul: From Psychotherapy to Logotherapy, Dr. Viktor Frankl (reading)
– The spiritual dimension of Psychotherapy and our human need for values, meaning and purpose

Reference List:

Fancourt, D. (2017) Arts in health: designing and researching interventions. Oxford, England, New York, New York: Oxford University Press.

Frankl, V. (2004) The Doctor and The Soul: From Psychotherapy to Logotherapy. London: Souvenir Press, Profile Books Ltd.

Magsamen, S. and Ross, I. (2023) Your brain on art: how the arts transform us. New York: Random House.

Tolle, E. (2005) A New Earth: Create A Better Life. London: Penguin Random House UK.

Tolle, E. (2001) The power of now: a guide to spiritual enlightenment. London: Hodder & Stoughton.

Van der Kolk, B.A. (2015) The body keeps the score: mind, brain and body in the transformation of trauma /. London, England : Penguin Books.

Winfrey, O. and Perry, B.D. (2022) What happened to you?: conversations on trauma, resilience and healing. London: Bluebird.