Dementia Action Week, 19-25 May
HUG®, a sensory device co-designed during the Arts and Humanities Research Council-funded LAUGH project at Cardiff Metropolitan University, is transforming care for people living with dementia. HUG is a large cuddly sensory doll that people living with dementia find comforting and soothing to embrace. HUG has long arms, a simulated heartbeat, and integrated customisable music and has achieved worldwide commercial success through spinout company HUG by LAUGH® (www.HUG.world).Lisa Hughes, manager of Llys y Seren care home, said “HUG is transformative for people who tend to become agitated when under stress, which happens frequently with people living with dementia. I honestly think HUG not only improves the quality of life for people using it but it’s also life prolonging.”
Building on this success, a 2022 study led by University of the West of England Bristol and Aneurin Bevan University Health Board adopted 500 HUGs across care settings, reporting positive outcomes. Findings were presented at the Senedd Welsh Parliament during an AHRC impact event, further validating HUG’s positive impact on wellbeing.
In an exciting new development, HUG by LAUGH® co-founder Dr Jac Fennell is partnering with med-tech start-up Milbotix and UWE expertise in Health and Computer Science. Milbotix, a spinout from research at UWE Bristol and the University of Bristol, develops wearable solutions that give insights on the wearer’s wellbeing, such as how anxious the person is feeling.
Commenting on the collaboration, Dr Zeke Steer, Milbotix CEO and inventor of SmartSocks® said: “This collaboration will use SmartSocks® technology to monitor changes in the psychological wellbeing of HUG® users. The aim of the collaboration is to provide measurable, quantitative evidence of HUG’s effectiveness as a non-pharmacological intervention, potentially supporting its broader adoption in healthcare”
Dr. Jac Fennell, co-founder of HUG by LAUGH® and researcher at UWE Bristol, added: “This is an exciting opportunity to evaluate the emotional and sensory power of HUG® with innovative digital technology. Using SmartSocks® to monitor the impact of HUG will enable us to generate meaningful data and insights for carers and clinicians.”
The project will also explore HUG’s benefits for people with autism, mental health challenges, and those receiving palliative care.
Vilans, the Dutch Centre of Expertise for Long-Term Care, will lead an evaluation of SmartSocks® and HUG® in two dementia care facilities. This Vilans study will assess patient wellbeing and potential cost savings, contributing evidence to inform dementia care and policy in the Netherlands.
Findings from both UK and Dutch evaluations will shape plans to trial HUG® with the SmartSocks® in NHS settings, with the goal of reducing agitation and anxiety, improving care outcomes, and supporting the wider use of non-pharmacological assistive technologies in health and social care.
HUG by LAUGH and Milbotix have been supported by Alzheimer’s Society’s award-winning Accelerator and this marks the first time two supported innovations have joined forces on a collaborative project.
According to Alzheimer’s Society there are currently around one million people in the UK with dementia. This is projected to rise to 1.4 million people by 2040.
Simon Lord, Alzheimer’s Society’s Head of Innovation said:
“At Alzheimer’s Society, we support and invest in innovative solutions to address the challenges people affected by dementia face today, while our world-class research helps to deliver the treatments of tomorrow.
“This collaboration shows the power of innovation in dementia care. As we raise awareness this Dementia Action Week of the six most common symptoms, we’re urging anyone worried about themselves or a loved one to use our symptom checklist and speak to their GP.
“An early and accurate diagnosis can open the door to vital treatment and support, including innovative products like SmartSocks and HUG. Technologies like this can significantly improve quality of life by addressing specific symptoms like anxiety. It’s inspiring to see our Accelerator partners working together to create solutions that support people with dementia.”
If you’re worried about yourself, or someone close to you, then check your symptoms today. Visit alzheimers.org.uk/checklist or call Alzheimer’s Society’s Dementia Support Line on 0333 150 3456.
This HUG by LAUGH and Milbotix collaboration project is supported by an Arts & Humanities Research Council Impact Accelerator Award.
About Milbotix
Milbotix is a fast growing, venture-backed digital health company with offices in Bristol, UK. We create accurate, AI-enabled wearable devices embedded in everyday items of clothing for use in research, social care and healthcare. Our first family of products is called SmartSocks®. Developed with support from Alzheimer’s Society and Innovate UK, the socks are more familiar and less intrusive for people with conditions like dementia.
www.milbotix.com Contact Dr Zeke Steer at zeke@milbotix.com
About HUG-By-LAUGH
HUG by LAUGH® is a UK-based company focused on improving quality of life through innovative, research-led products. Its flagship product, HUG®, is a sensory comfort device designed to reduce anxiety and enhance wellbeing, particularly for people living with dementia. Developed from academic research at Cardiff Metropolitan University, HUG has been trialled in hospitals, care homes, and domestic settings. HUG by LAUGH are Alzheimer’s Society UK Accelerator Partners.
www.hug.world Contact Dr Jac Fennell at jac@hug.world
About Vilans
Vilans is the national Centre of Expertise for Long-Term Care in the Netherlands. The organisation works to improve the quality of care through research, innovation, and knowledge sharing. Vilans collaborates with care providers, policymakers, and researchers to develop practical solutions that support people with complex care needs. As a leading voice in dementia care, Vilans conducts evaluations of innovative interventions and contributes evidence to inform national care policy and practice.
www.vilans.org Contact Tom Van Hoesel at T.vanHoesel@vilans.nl or Sima Ipakchian Askari S.IpakchianAskari@vilans.nl