SUMMER 2007 Innovate 

Applied Research at Coventry University ISSUE 1 Summer 2007

Blue sky thinking

Looking at visions for the interior
of tomorrow’s private jet

Stratford unplugged
A new Wi-Fi experience for
tourists in Shakespeare's country

Tailored spaces
How autistic children can benefit
from improved classroom design
SUMMER 2007 Innovate 

Applied Research at Coventry University : Issue 1

A warm welcome to the first issue

of Innovate, the new applied research
magazine from Coventry University.
Innovation lies at the heart of the University
and our new publication showcases the
wide range of areas in which our researchers
are involved across the public, private and
voluntary sectors.
With the Research and Assessment
Exercise 2008 looming large on the
horizon, our research teams are developing a distinctive strategy,
championing the cause of applied research. The University has a long
tradition in this field – using external sources of funding to conduct
real-world research – research which makes an immediate difference
to end users. Providing user-led R&D, our teams work closely with
partner organisations seeking to innovate, solve problems or improve
their productivity, on a local, national and international scale.
Our aim is for teaching and practical research to go hand-in-hand,
assuming equal prominence in the University’s culture, and this new
magazine represents just one more step towards achieving this.
Throughout the following pages are just a few examples of our
work, showing the breadth and diversity of projects in which our
research teams are engaged. Our Applied Research Centres and
Groups span a wide range of disciplines and, amongst others,
are involved in consultancy and collaborative developments with
such big names as BT, Jaguar, Orange, Aston Martin, Alcan and
Advantage West Midlands.
From the zero-emission Microcab™ to childhood obesity
programmes, from helicopter safety to a new Wi-Fi experience
in Shakespeare’s Stratford, our research teams are bringing about
important and lasting benefits. If you have any comments about
the content or format of the new magazine, please don’t hesitate
to get in touch – I look forward to hearing from you.
16 27

Wendy Thomas
Editor
wendy.thomas@coventry.ac.uk
 SUMMER 2007 Innovate 03
Contents

4 What is applied research?

5 Dancing into digital posterity
A unique collaboration with a leading dance company

6 Tailored spaces
How autistic children can benefit from improved classroom design

9 Safety in the sky

Life saving work to reduce helicopter accident fatalities

10 Stratford Unplugged
A new Wi-Fi experience for tourists in Shakespeare's country

12 Vibrant communities
The importance of the church's role in the rural community
6
14 Life without oil
A futuristic car – thats only emission is water vapour

16 One size does not fit all

Why schools need to adopt a variety of approaches to sex education

18 A sense of belonging
An online toolkit designed to foster community cohesion

22 The measure of success

18 5 A state-of-the-art laboratory for precision engineering

24 COVER STORY:
Blue sky thinking
Looking at visions for the interior of tomorrow's private jet

27 Small miracles
Micro/nanotechnology enhancing everyday products for us all

28 The weighting game

Pioneering new work to fight the flab

10

Credits
Design by Kraken Creative
Printed by Emmersons

This publication is available in other formats on request.

Please contact Marketing and Communications on 024 7688 8352.
SUMMER 2007 Innovate 04

What is applied research?

Coventry University’s definition of applied research encompasses
traditional research through to knowledge transfer partnerships,
consultancy and continuing professional development. Founded as
an industrial university, research was originally focused on the needs
of major multinational automotive companies such as Jaguar, Rolls
Royce, Land Rover, Ferrari and Ford. Since then our capacity has
grown, and today we undertake applied research activity in practically
every subject area. From art to design, health to sports, regeneration
to human security, mathematics to engineering, and computing to
communications, staff are encouraged to apply their knowledge and
skills in the external world.
Rather than undertaking ‘research for research sake’ (although
we do this as well), we look to staff to apply their expertise to solve
problems for the wider community. This activity is disseminated
through publications for national and international conferences,
journals, reports, designs, works of art, patents and products. This
year our external funding should reach £11 million, rising from around
£7 million last year. This funding comes from a variety of sources
including industry, government agencies and departments, the
European Union, charities and research councils.
Applied research often draws on expertise from across more than
one academic area, enabling us to tackle complex problems outside
the scope of any one individual consultant or researcher. Over the last
18 months we have established 24 Applied Research Centres (ARCs)
and 12 Applied Research Groups (ARGs) to undertake specialist
or interdisciplinary research and consultancy. In addition, we are
developing a number of research institutes based at the University’s
Technology Park: the Futures Institute (already open), the Serious
Games Institute and the Health Design & Technology Institute. The
University has successfully raised in excess of £6 million of external
funding to establish these institutes, and more are planned.
This magazine highlights a few examples of the range of projects
we are involved in. Throughout the University’s history a common
thread can be traced – working closely with partner organisations to
deliver economic, commercial, environmental, cultural or social
benefits. And we are always interested in setting up new, innovative
partnerships with commercial, academic or governmental
organisations, applying our expertise to find solutions to interesting Mr John Latham Prof Madeleine Atkins Prof Ian M Marshall
problems. If you feel we can help you or you would like to find out Pro-Vice-Chancellor Vice-Chancellor Pro-Vice-Chancellor
more, visit us at www.coventry.ac.uk/researchnet. (Business Development) (Research)
 SUMMER 2007 Innovate 
Dancing into

digital posterity

In a unique collaboration, researchers at Coventry University are working

together with Siobhan Davies Dance, one of Britain’s leading
independent dance companies, to create an online archive for the
company’s extensive body of work. Including material in a wide
variety of formats, this unique resource will be fully accessible to
dance researchers, students and art enthusiasts of all ages.
The archive will comprise an assortment of filmed and
recorded performances, photographs, posters, memorabilia,
scholarly accounts, and new, original, analytic commentaries.
Siobhan Davies Dance currently holds a collection of more
than 2,500 resources, but lack of access has been a serious
limitation in the development of academic and artistic
discourse around contemporary dance. The process of
collation and digitisation represents an opportunity
not only to open up access in a way not possible
before, but will also preserve valuable, and sometimes vulnerable, materials.
Professor Sarah Whatley, Head of Performing Arts at Coventry University, first
came up with the idea whilst searching for material documenting Siobhan Davies’
work for her own research. “This really is a first for contemporary dance,” she said,
“by digitising this amazing collection of work, not only are we saving it for future
researchers, but also raising the profile of contemporary dance”.
The work is being supported by an award from the Arts and Humanities Research Council
(AHRC) of over £400,000 – the largest amount ever awarded by the AHRC for contemporary dance.
The archive will become ‘live’ during 2008, with the project completing in June 2009.
 SUMMER 2007 Innovate 

Tailoredspaces
 SUMMER 2007 Innovate 07
For children with autistic spectrum disorders, education can
be improved through better classroom design, but insufficient
attention is often paid to their needs. As Dr Andree Woodcock
explains, Project Spectrum is a new type of environment that
is engaging autistic children through digital technology.

Children with autistic spectrum disorders the range of ‘tailorability’ we needed to

(ASDs) suffer from varying degrees
of impairment in social interaction,
communication and imagination. Until now,
many spaces for children with ASD have been
developed without evaluation, and contain
a confusing array of sensory experiences.
As no two children on the autistic spectrum
react in the same way, it is often difficult to
predict how any child will react to a jumble
of experiences.
Through the research we hoped to be
able to develop an environment using
interactive media that could be tailored
to meet the needs of individual children,
facilitating their engagement with their
surroundings and other people. Central to
achieving this was to ensure that the needs
of the end users – the children, their parents
and carers – were put at the heart of the
design process, rather than allowing the
technology to lead the way.
ASDs touch the lives of over 500,000 UK
families, and around 75 per cent of people
with autism also have learning disabilities.
In turn, sufferers need specialist education
to maximise their potential. The best time
to break through the impairments and help
them connect with the world is when children
are young, meaning that novel ways to use
technology and space to improve their
engagement need to be found.
Reality to an autistic person is a confusing,
interacting mass of events, people, places,
sounds and sights. Through interviewing
parents and children, using ‘a day in the life
of’ diaries and watching children in current
polysensory rooms, we began to understand
accommodate. Most importantly, we wanted
as many children and their families as
possible to benefit from our work. For this
to be achieved, we had to place our design
where it was needed most, and where it
could be accessed by most of the children.
We therefore developed a low cost
education and activity room that can be
used in mainstream schools, enabling
teachers to educate and integrate children
with autism within the conventional school
system. This has been successfully tested in
a mainstream primary school in Birmingham
and a portable version of it has also been
tested in Coventry.
'Reality to an autistic person is
a confusing, interacting mass of
events, people, places, sounds
and sights'
The three-year £110k project was funded
by the Arts and Humanities Research Council
(AHRC). A survey of 500 children with ASD
revealed that they have a wider variety of
sensory triggers than originally thought.
In response to this, the system developed
can be tailored for individual needs. Based
around the senses, the setting engages
children through vision, sound, movement
and touch. The multi-sensory environments
use the latest multimedia computer
technology and connect with children in new
ways. The software that controls the system is Above The multi-sensory environments use
simple and intuitive, so that teachers can use the latest computer technology to connect
it without technical support. with children in new ways.
SUMMER 2007 Innovate 08

Right The activity room engages children

through vision, sound, movement and touch.

The system is comprised of a computer,

tailor-made software, a projector, video
camera and sound speakers. To provide
a safe, neutral environment, traditional
classroom strip lighting is swapped for
daylight bulbs and an LED lighting system,
and hypo-allergenic marmoleum flooring
and a padded projection screen are installed.
The rooms are painted white and black out
blinds block out light and noise from outside.
We were careful not to overload children
with bright colours or noise, while providing
a space where they can develop their skills.
Children with ASD who use the room
as part of their daily curriculum have
shown improvements in engagement with
others. Feedback on Project Spectrum
from parents, teachers – and the children
themselves – has been incredibly positive.
Parents and teachers have also noted that
the children develop a better relationship
with their school routine, and improve their
performance in mixed ability classes, saying
what they have done in the room – a real everyday life. Some teachers are also using in the Government’s Building Schools for
improvement from the situation when a child the room with other children who they feel the Future programme, we would hope
cannot or will not say what they have might benefit from a low sensory space. that this, and similar work, will encourage
been doing. The secure environment has also led new school designs to include more child-
Children with autism are often the to some groundbreaking steps in sensitive, tailorable spaces, and maybe
‘invisible pupils’, placed in inappropriate developing the ability of autistic children to even ‘chill out’ rooms.
school settings which don’t meet their needs. communicate. The tailor-made software helps
Project Spectrum provides an affordable children relax, become more focused, feel in www.projectspectrum.co.uk
space, providing all children with a safe control of their environment and to have fun.
environment that can become part of Given the current levels of investment

Dr Andree Woodcock
Dr Andree Woodcock is a Senior Research Fellow and Leader of the
Design Ergonomics Applied Research Group. An ergonomist with a
strong portfolio in applied research, she is pioneering research in the
field of educational ergonomics in the UK.

Design Ergonomics Applied Research Group

The aims of the Group are to further the understanding, teaching
and relevance of design and design-related ergonomics in the 21st
century, through bringing together staff and postgraduate students
from across the School of Art and Design and other University
faculties. Its key foci are in the areas of transport; design for health and wellbeing; design
pedagogy and educational ergonomics; and the integration of ergonomics and design.

Safety in the sky
The crash protection team at Coventry University is flying the British flag in
a European Union-funded initiative which could cut the number of helicopter
accident fatalities. The team is managed by Dr Mike Blundell, a computer
simulation specialist in the Faculty of Engineering and Computing.
Flying fatalities are ten times more likely in civil helicopters than in
aeroplanes, statistically speaking. Many accidents are survivable
however, due to the fact that helicopters often fly at lower altitudes;
the impact with which they hit the ground is usually less than that
involved in a motorway car collision.
Coventry University is the sole UK representative on a €4.8 million
project ‘HeliSafe TA’ (Helicopter Safety Technology Application),
designed to boost the survival chances of pilots and passengers
involved in crashes. Working with 11 partners across Europe, HeliSafe
TA will identify and evaluate a range of advanced crash protection
systems based on interacting safety features such as seats, harness
restraints and air bags.
Many helicopter crashes occur largely in inaccessible areas where
occupants are often isolated from outside help, and the need to
mitigate injuries is critical. The additional risks of post-crash events
such as fire or ditching in open water mean that helicopters require
even better safety equipment than that in a car. The primary goal has
to be to avoid totally disabling head and spinal injuries, although it is
also essential to try and protect occupants from other injuries such as
broken ankles and wrists, which can otherwise prevent escape.
Funded as a Specific Targeted Research Project under the
European 6th Framework, the project follows on from previous
research which demonstrated a 33 per cent decreased probability
SUMMER 2007 Innovate 09
of injury through the provision of improved occupant protection
systems. The latest work continues this theme by considering novel
harness restraint systems and the implementation of airbags to
provide further levels of improvement.
Facilities at the Italian Aerospace Research Center in Capua have
been used to carry out a full-scale crash test with a civil helicopter,
to assess the efficiency of existing safety features using crash test
dummies. Taking these results as a benchmark for future protection
systems, computer-aided engineering models are now being built
to simulate the effectiveness of new features. Using a variety of data,
models are constructed which show how well particular safety devices
will work. In this way, computer simulation can be used for much of
the groundwork, avoiding the high costs associated with physical
prototypes. Work will be continuing throughout 2007 and will include
further laboratory sled tests and a full-scale crash test to evaluate
the final safety concepts identified and developed through
computer simulation.
Helisafe TA is being co-ordinated by Autoflug in Germany,
experienced aeronautic safety equipment manufacturers. Other
partners include DLR, Eurocopter Deutschland and Siemens
Restraint Systems (Germany); TNO Automotive and University of
Delft (Holland); CIRA and Politecnico Milano (Italy); CIDAUT (Spain);
Eurocopter-SAS (France); and PZL Swidnik S.A. (Poland).
Dr Mike Blundell
Dr Mike Blundell is
Head of Department,
Mechanical
Engineering and
Design. He has
worked at Coventry
University since
1991 where he
has undertaken
industrial and academic research including
computer simulation, vehicle dynamics,
and crash, safety and impact modelling.
Previously he worked for the ship and
submarine design department of the
Ministry of Defence and Boeing (Europe).
SUMMER 2007 Innovate 10
Stratford Unplugged
Tourists to Stratford- The historic birthplace of Shakespeare is
embracing the latest Wi-Fi technology to
upon-Avon can now help tourists find their way around the famous
landmarks. Conventional guidebooks, by
enjoy the benefits their nature, have often been superseded the
of a ‘virtual tour minute they come off the press, but obsolete
recommendations and out-of-date opening
guide’ to show them hours will now be a thing of the past.
For £8 a day, visitors can hire a handheld
around. Providing electronic organiser, providing an interactive
tailored information map which automatically points out the
nearest literary must-sees as they wander
and suggestions, round the town. The online virtual tour
guide provides tourist information and
Stratford Unplugged special offers from local businesses through
a personal digital assistant (PDA). Through
is transforming the the implementation of the UK’s first wireless
visitor experience. broadband project for tourists, visitors will
have the chance to enjoy a new 21st century
experience of the 16th century genius.
The Stratford Unplugged initiative is the
result of a collaboration between Coventry
Above Personalised tourist information
is displayed via handheld PDAs.
University, Staffordshire University, BT,
Hewlett Packard and the Stratford Town
Management Partnership. To enable the
scheme, BT has installed a selection of Wi-
Fi hotspots in businesses across the town
(e.g. hotels, shops and tourist attractions),
providing coverage through its BT Openzone
service. PDAs are then hired from the tourist
information office, giving internet access
throughout the day.
Tim Luft, Director of Stratford Unplugged
and ICT Programmes Manager for Coventry
University Enterprises Ltd (the University’s
commercial arm) said: “Stratford Unplugged
clearly demonstrates how a highly innovative
project led by a university can work in
partnership with the private sector, to both
trial new technology and also to create
longer-term commercial sustainability. The
lessons learned during the Stratford pilot
have indeed shaped the future of digital
tourism across the UK and all the partners
 SUMMER 2007 Innovate 11
“The lessons
learned during
the Stratford
pilot have indeed
shaped the future
of digital tourism
across the UK”

involved have continued to work together to

replicate such services in new locations.”
Frank Mills, BT’s Regional Director - West
Midlands added: “The Stratford Unplugged
pilot allowed BT Openzone to trial the roll-
out of location-based services on the current
Openzone Wi-Fi network, with a focus on
tourism applications. Following this, BT has
been able to enhance its portfolio of services
with added value offerings to key city centres
and tourism locations.”
The scheme not only enhances the
experience for the visitor, but also provides
targeted marketing opportunities for
local businesses. As the content can be
personalised by location, language and
visitors’ tastes, a family with young children,
for example, could be supplied details
on that day’s top deals in child-friendly
restaurants, combined with a light-hearted
guide to the Bard. Visitors with a deeper
interest in history or literature and a
preference for fine food and wine, could be
shown an entirely different set of information
and suggestions.
Tourists will not be the only ones
to benefit from wireless broadband
developments in the town centre however. Tim Luft
Any resident or business person with a Tim Luft is an ICT Programmes Manager for Coventry University
wireless-enabled laptop or PDA will also Enterprises Ltd and an honorary research fellow at Coventry University.
be able to log on using the BT Openzone He has an industrial background incorporating the establishment of
large-scale public private partnerships, focusing upon technology
service to surf the web, check emails or log
transfer. He has been involved in developing the ICT/Innovation
on to their corporate network (whilst within department within the regional development agency of the West
the Wi-Fi enabled areas). Midlands and has since been the lead on the roll-out of large scale
The Stratford Unplugged project is set to e-business and broadband programmes.
run initially for a year and the team behind
it is now looking for new UK destinations eWorking Applied Research Centre
interested in building on the success enjoyed The Centre helps public and private sector organisations develop and implement new
ICT-enabled working practices aimed at improving overall performance, whilst also creating
by Stratford. A new business led by Coventry
more flexible working environments for employees. Key areas of activity include: assisting
University Enterprises has now been set organisations in developing high performing teams in a flexible, secure and reliable, location-
up – UK Unplugged Ltd – which is offering independent working environment; and developing and delivering training and support for,
demonstrations and open days for local and measuring the impact of, new ICT-enabled working practices.
authorities to try out the service.
 SUMMER 2007 Innovate 12

Vibrant
communities
How do rural communities maintain and develop their
vibrancy? What role do people of faith and the church
have in this? Richard Farnell and David Jarvis from
Coventry University’s Applied Research Centre
in Sustainable Regeneration investigate.
According to the Countryside Agency
(now Commission for Rural Communities),
the church is one of five local facilities of
particular importance to rural people (along
with the pub, village hall, shop and primary
school). Research carried out by Coventry
University’s Applied Research Centre in
Sustainable Regeneration (SURGE) shows
that both church ministers and church
buildings help people bond, building bridges
between diverse groups within communities.
They are a vital resource in villages and add
to the community by providing links with
business and voluntary activity that influence
village life.
To date however, the activities of faith
communities in rural areas – usually, although
not exclusively, the various denominations of
the Christian Church – have been neglected
both in the development of policy and also in
related research activity. In order to address
this, factors that encourage and those which
discourage the involvement of faith groups
in community life need to be understood.
This is especially important in the context
of rural communities experiencing social
and economic changes which, for some, can
result in disadvantage and exclusion.
In light of this gap in understanding,
research supported by the Department for
Environment, Food and Rural Affairs (Defra)
was conducted in partnership with the Arthur
Rank Centre and the Church of England
Prof Richard
Farnell
Richard Farnell
is a Professor of
Neighbourhood
Regeneration
at SURGE. He
has undertaken
research into the
contribution of
faith communities to urban regeneration
and community cohesion, and is an advisor
to the Joseph Rowntree Foundation. He is
Canon Theologian of Coventry Cathedral
and chairs Midland Heart Ltd.
in five contrasting rural locations across
England. Each focused upon a particular
village or villages: Acle in Norfolk, Austwick
and Clapham in Yorkshire, Bridge Sollars
in Herefordshire, Fence in Lancashire and
Iddesleigh in Devon. Investigations explored
faith groups’ experiences and motivations
through interviews and focus groups; a
wider perspective was also sought among
stakeholders and community members
outside the faith groups concerned.
'Rural Christian communities make
a substantial contribution to the
vibrancy of their villages and there
needs to be a wider recognition
of this amongst all stakeholders'
The findings suggest that many people
who attend church regularly are also involved
in numerous other aspects of village life.
Moreover, the boundaries between church
and community life are frequently blurred,
and in addition to their engagement in
specific church-based activities, many people
of faith also play a wider role as volunteers
– leading or helping to organise a variety of
other local activities. However, there needs
to be a wider recognition of this amongst
all stakeholders, including government
policymakers, regional agencies, local
authorities, community organisations and the
Dr David Jarvis
Dr David Jarvis
is a Senior
Research Fellow
at Coventry
University and
a member of
SURGE. His
career experience
spans both
the commercial consultancy and higher
education sectors and he has carried out
research work for a variety of local and
national government departments
and agencies.
SUMMER 2007 Innovate 13
faith communities themselves. In particular,
there is scope for greater co-operation
between policy makers and people of faith,
and for wider appreciation of the resources
that are available.
Responses to rural issues concerning
quality of life, care in the community,
affordable housing, schools, community
meeting spaces and community
empowerment, must not ignore the
contribution of such people. The challenge
is to learn more about faith and to work
more co-operatively, developing initiatives
to prevent exclusion. There also needs to
be more dialogue across different faith
communities and support boosted for faith
representatives across the board.
The findings were launched late last year
at a consultative workshop designed to
engage stakeholders in active discussions
around the key implications of the
research for their own organisations, their
communities and for government. It is
intended that the research will also play
a part in helping to support the future
development of sustainable communities
in rural areas. Further dissemination of the
results will take place throughout the coming
twelve months.
The report, Faith in Rural Communities:
Contributions of Social Capital to Community
Vibrancy, is available on the Defra website at
www.defra.gov.uk/rural/research/default.htm.
The Applied Research Centre in
Sustainable Regeneration (SURGE)
SURGE provides high quality
evidence-based applied research,
consultancy, education and training
services to the public, private and voluntary
sectors. In so doing, it supports business
and society to achieve sustainable
regeneration through economic and social
development. SURGE is active in the fields
of economic development, modernisation,
diversification, neighbourhood renewal,
social justice, social inclusion and
rural restructuring.
SUMMER 2007 Innovate 14

Life without
oil
A revolutionary new car of the future – thats only emission is water vapour – has
been designed by students and lecturers at Coventry University. The Microcab™
is the product of innovative thinking by School of Art and Design entrepreneur
John Jostins, who talks here about his vision.
 SUMMER 2007 Innovate 15
The aim was to design a small, urban vehicle with zero emissions. The result is an John Jostins
eco-friendly, ultra-light car, suitable for use as a taxi or light freight carrier, especially in John Jostins is a
cities in developing countries such as those in the Far East. Powered by hydrogen fuel cells, Senior Lecturer
the electric-driven car is pollution-free and virtually silent in operation. Its only emission is and Designer in
water vapour. the School of Art
With interest in ways to slow down global warming and reduce our environmental impact and Design. After
graduating with
having never been so high, efforts to develop zero-emission vehicles are inevitable. However
a degree in Fine
another, though less widely reported hazard of traditional inner city vehicles, is the impact on Art, he went on
health caused from air pollution. Breathing contaminated air – much of which comes from to design one of
cars – causes more deaths each year than road accidents. the most famous
Aimed at reducing both noise pollution and improving air quality, the Microcab™ could robots to hit the big screen – Star Wars’
also be the answer to the environmental and cost problems associated with oil. Large enough R2-D2. After a move into television, he later
worked for some of the biggest names
to hold a driver and three passengers, it gets around 150 miles to the gallon – making it three
in motor racing – Williams and Benetton
times more efficient than an average petrol car. – before joining Coventry University.
Initial thoughts to develop a superlight, zero emissions urban taxi began in 1996, partly
triggered by living, driving and cycling in London. Early musings were generally hybrid pedal/ Coventry University Enterprises Ltd
electric combinations. Research into possible vehicle structures and alternative power sources Coventry University Enterprises (CUE) is
led to the design and production of three prototypes – the early Microcab – and a year after a wholly owned-subsidiary of Coventry
work began, the first quarter-scale model was made and exhibited at London’s Oxo Tower. University and the vehicle through which
all commercial, income-generating work is
produced. CUE supports the 2010 Agenda
'Aimed at reducing both noise pollution and improving air quality and seeks to maximise the commercial
in cities, the Microcab™ could be the answer to the environmental potential of the University’s skills, expertise
and resources. To this end, it provides a
and cost problems associated with oil' gateway to these capabilities for a range
of external bodies and assists other parts
By March of 1999, with support from Honda, Shimano and Potential Development, the of the University to access and exploit
commercial opportunities.
first full-size working prototype was underway. The vehicle was a combination of pedal and
CUE focuses on innovation, design,
electric-power, backed up by twin Honda motors to ‘assist’ the occupants in reaching speeds high performance automotive engineering,
of around 20mph. The wholly human-powered prototype was developed the following year health, environment and ICT at a regional,
– designed for use by one of the many pedicab companies now plying for trade in the national, European and international level.
West End of London. It has supported thousands of small and
The overall styling was worked upon shortly afterwards by students on the Transport medium-sized enterprises (SMEs) through
their initial establishment and with specific
Design course at the University. The Microcab™ project has been developed with support
projects, as well as having a solid history
from Coventry University Enterprises (CUE) – the University’s commercial arm – and as such, with larger companies such as BT, Jaguar
has been able to benefit from the University’s state-of-the-art Design Institute facilities. and Hewlett Packard.
Producing three different quarter-scale models showing possible new variants, the new In addition, CUE has considerable
designs included four-wheeled possibilities and a freight version. experience of working closely with public
The project has been made possible with the help of funding from the Department of organisations and government bodies.
Trade and Industry (DTI), as well as fundraising from the University and matched funding It has formed solid working relationships
with the Department of Trade and Industry
from local companies. In 2002 it won the DTI Smart Award for Innovation (worth £45,000),
(DTI) and the European Commission. Many
subsequently embarking on the hydrogen fuel cell version. By far the most sophisticated to years of direct contractual arrangements
date, it has all new suspension and drive, heavily modified chassis and finally achieves what have given it a leading position in relation
the whole concept has been working towards since inception – an urban speed of 40mph, to both policy development and direct
zero emissions, taxi system, which can run for a whole working day on a combination of delivery of innovation and business
hydrogen and solar power. A further boost came in 2004, when the project won a DTI support-related activity.
Research and Development Grant worth £145,000.
An order has been placed by the DTI for a fleet of five microcabs for use in Birmingham.
Separate discussions with another transport provider in London are also underway. In
terms of wider plans for the UK, this will largely depend on whether petrol stations begin to
offer hydrogen on their forecourts. However, with the scare over oil shortages and rising
petrol costs, it’s definitely a question of when, not if, we need to find cars that run on
alternative fuels. www.microcab.co.uk
 SUMMER 2007 Innovate 16

fit
all
Onesize
does
New research suggests that far from taking a ‘one size fits all‘

SUMMER 2007 Innovate 17

approach to sex education, schools need to adopt a variety
of techniques, based on teenagers’ levels of sexual experience
and readiness to delay or have protected sex.
By Professor Louise Wallace.
The UK has the highest rate of teenage
pregnancy in Europe, and instances of
sexually transmitted infections (STIs) are also
rising alarmingly quickly. In recognition of
the growing problem of teenage pregnancy,
the Social Exclusion Unit, a government
department, has produced a ten-year
national teenage pregnancy strategy with
specific targets to halve conceptions by 2010.
Results to date look like these will not be
achieved unless new approaches are taken.
A new paper published by Coventry
University’s Applied Research Centre in
Health and Lifestyle Interventions, Informing
School Sex Education Using the Stages of
Change Construct, examines the sexual
activity of over 3,800 school pupils in England
aged 13-16 years. The findings reveal that
a quarter of teens of both genders were
sexually experienced and of these, over 44
per cent did not use contraception every
time. Yet attitudes towards condom use
are high in those who have not yet had sex,
with the vast majority saying they would use
them. Only 5.6 per cent said they would wait
until they were married before losing
their virginity.
These results suggest that in order to be
effective, sex education needs to be tailored
to these very varied levels of experience, and
that a more personalised approach would
improve engagement due to timeliness and
relevance. Whilst there is scope for whole
class sex and relationships teaching, this is
more effective for conveying practical advice,
such as how to avoid circumstances where
high-risk sex may take place.
Partner willingness to use condoms is an
important predictor for their use, and the
research recommends that there is scope for
school-based teaching of negotiation skills to
encourage this. In turn, better interpersonal
skills help teenagers to be more assertive.
Condoms need to be freely available in both
schools and local clinics, and classroom
teaching should continue to emphasise the
mechanics of their use.
'Whilst some boys are still
playing with Lego, others are
already having sex and think
they know it all'
However, relying solely on a whole-class
approach can be ineffective in other areas.
Whilst some boys are still playing with Lego,
others are already having sex and think they
know it all. For example, of all the young
people surveyed, three-quarters were not
sexually experienced. A more effective
approach would be to focus on attitude
formation and behaviour change, tailored
to personal history and readiness to adopt
safer sexual practices.
While ‘streaming’ classes might not
be practical – both because of ethical
considerations or problems in relying on
honest appraisals – after-school groups might
present an opportunity. Within-class teaching
can also be supplemented by interactive
media. Coventry University is planning
to develop a stage-based intervention
using CD-ROMs, which pupils could also
use privately.
To achieve all of these improvements
and to stand a chance at reducing levels of
teenage pregnancy and STIs, it is essential
that sex and relationships education is
moved up the education and political
agendas. Currently it is only compulsory
as part of the science curriculum, often
focusing on biological aspects – making it a
requirement of Personal Social and Health
Education (PSHE) would widen its scope. The
teen pregnancy crisis will only be resolved
when pupils are given sex and relationship
education that equips them with the
knowledge and skills to inform their choices.
Furthermore, school-based sex education
alone is not considered sufficient to cut the
pregnancy rate. The delivery of sex education
has to be the joint responsibility of both the
home and the school. There is a need for
parents – who can make a vital contribution –
to put aside embarrassment and start talking
to their children. Parents should be open and
frank about sex, and advice and training to
enable them to do this must be provided.
www.coventry.ac.uk/hli

Prof Louise Wallace

Professor Louise Wallace is a Director in Health and Lifestyles Interventions. Previously
Chief Executive for Horton General Hospital NHS Trust, she is a Fellow of the British
Psychological Society and a Chartered Health Psychologist. She is a Non-Executive Director
of Warwickshire Primary Care Trust and Director and Chair of Board of Health Behaviour
Research Ltd.

The Applied Research Centre in Health and Lifestyle Interventions

The Centre provides high quality applied research, consultancy and training, underpinned by
health psychology. Its key foci are in the development of interventions in: self-management
of long-term health conditions and disability across the age span; health behaviour using
intervention-mapping/theory-driven methods in breastfeeding and teenage sexual behaviour, childhood obesity,
exercise and health; and health services management including patient safety research, wider risk management,
clinical governance, and evidence-based practice and organisational culture research.
SUMMER 2007 Innovate 18
Government and councils At its simplest, ‘community cohesion’ is
about making an area a good place to live,
talk about ‘community a place in which people share a common
cohesion’, but what does vision and everyone feels welcome. In these
areas, community tensions are reduced
this really mean? Ted because different groups interact and trust
Cantle, Professor at the each other, and any inequalities
are addressed.
Institute of Community The Cohesion Communications Toolkit
Cohesion (ICoCo) talks developed by ICoCo provides practical
advice for local authorities, supported by
about some of the examples of best practice and extensive
links to additional websites for further
issues and the Cohesion information. A ‘live’ tool encourages further
Communications Toolkit discussion and feedback on new examples
of good practice.
designed to tackle them. Local government’s responsibility for
improving community cohesion was given
new impetus in the Local Government
White Paper 2006, published last autumn,
which sets out a range of proposals to
strengthen local communities. The paper
makes clear expectations on local authorities
and councils to lead efforts to overcome
racial tensions and revive local economies.
Specific measures include: establishing
interfaith forums; strengthening the role of
the private sector; establishing effective race
equality councils; ensuring a cohesion focus
in community policing; improving voluntary
sector relationships; strengthening youth
forums; maintaining healthy political parties;
and providing strong leadership.
Research undertaken for the Improvement
and Development Agency (IDeA) however,
shows that whilst 82 per cent of councils have
communities of refugees and asylum seekers
within their constituencies, only 18 per cent
have a dedicated communications strategy,
based on their vision for the area as a whole.
The toolkit is based on experience of
working with local authorities from within
ICoCo. The primary research was funded
by the Home Office and consisted of a
cohesion communications workshop in March
2006, with participants from several
different councils.
The research enabled a number of
‘Big Issues’ to be identified around cohesion
communications – such as perception
and image of the area, July 7 bombings,
and asylum seekers and refugees. Further
investigation identified best practice case
studies and from these, some ‘Top Tips’ for
communication were drawn up, based on
what works well (e.g. be strategic, make the
media your friend and use others to spread
the word). The toolkit has been published on
the ICoCo website through which councils
can access the resources and share their
experience with others.
www.coventry.ac.uk/researchnet/icoco/toolkit
Left Councils should encourage communities
to attract different races or faiths to their own
festivals, to help break down barriers.
 SUMMER 2007 Innovate 19

Big Issues
Many councils face similar issues – below are some of the most common:

• Parallel lives • Communicating change

People who have little or no connection with other communities People in traditionally homogenous areas are often suspicious of
have the most negative attitudes. Councils can help promote change – e.g. regeneration will create new housing, but out of their
interaction, understanding and trust. reach. All communities must feel that they will benefit.

• Perception and image • Asylum seekers and refugees

Once perceptions are fixed, they are hard to shift. Councils can This issue is often not talked about openly for fear of drawing
help promote a positive sense of ‘place’, showing diversity attention. Active communication is necessary to dispel rumours
as an enrichment of the area. and myths.

• White communities feeling marginalised • Post-July 7

Recent elections have highlighted such discontent, often fuelled When terrorism dictates much of the political agenda, the potential
by perceptions that resources are unfairly allocated in favour of for inter-community suspicion and hostility remains high. Good
migrants. Councils must be prepared to discuss. relationships with community leaders are essential.
 Top Tips
SUMMER 2007 Innovate 20

Recommendations for dealing with issues of community cohesion:

• Be strategic • Make the media your friend

Policy and communication strategies should go hand-in-hand, defining The media is a powerful influencer. Councils need to build personal
cohesion in terms of race, faith, age, class and ability. Councils relationships, organise background briefings, take journalists to
need to be clear about what kind of community they are trying to visit community projects, etc.
create, what message they are trying to promote, and to whom.
• Work in partnership
• Talk about it Communications need to demonstrate how the council is working
Councils have often considered it better to say nothing than draw in partnership with a range of voluntary, community and business
attention to this sensitive issue. Opportunities need to be created organisations towards the good of the community.
for people to talk frankly, without being viewed as racist.
• Mind the credibility gap
• Communicate all the time Cohesive communities develop when people feel safe and
Councils should use every opportunity to promote positive consulted about their area. Promote real services and benefits,
messages and images. Tell people’s stories. Celebrate rather than just leaflets or straplines with little substance
achievement and success. Talk about ‘community spirit’, behind them.
‘working together’, etc.
• Involve young people
• Use other people to spread the word Community cohesion often begins in schools. Children often
Hearing positive messages from those whose views are respected have much more positive views than their parents, so involving
is very powerful. Identify suitable ‘ambassadors’ (e.g. a local teacher the media – the biggest influencers – in school activity, is crucial.
or community leader) and encourage them to spread the word.
• Celebrate differences but also similarities
• Bust the myths Ensure all council-run events are inclusive, and encourage
Rumours can spread quickly and cause enormous damage. This communities to attract people of different races or faiths to
can be avoided through face-to-face briefings, using the media, their own festivals to help break down barriers.
publishing correct information or organising visits.

'Councils need to be clear about what kind of community they are trying to create,
what message they are trying to promote, and to whom.'

Prof Ted Cantle

Professor Ted Cantle is Executive Chair at
ICoCo and an Associate Director at the
IDeA. He is a member of the board of
the Environment Agency for England and
Wales. In over 30 years in public service,
he has served on a number of national
bodies focusing, in particular, on urban
regeneration and key social and economic
problems. He was awarded the CBE in 2004.

The Institute of Community Cohesion

ICoCo was established in 2005 to provide a new approach to race,
diversity and multiculturalism, focusing on building positive and
harmonious community relations. It represents a unique partnership
of academic, statutory and non-governmental bodies, which combine
the experience and expertise of four universities – Coventry, Warwick,
De Montfort and Leicester, with practitioners from a range of diverse
backgrounds and professions.
 NEWS IN BRIEF

SUMMER 2007 Innovate 21

England (HEFCE), to be followed by a
further £10 million over the next ten years.
As part of the University’s focus on
healthcare education, the HDTI has
also launched nine courses aimed at
equipping students with the skills to
design better products and services for the
healthcare sector. Alongside conventional
undergraduate courses, students will also
be drawn from community-based health
and social care professionals seeking training
and qualifications relevant to their careers.
In line with the Department of Health’s
objective to transfer care from hospital to

Healthy attitude to design the home, HDTI Director Simon Fielden

A new multi-million pound Health Design
& Technology Institute (HDTI) is to be built
on Coventry University’s Technology Park.
The Institute’s core activity will be in
supporting small and medium-sized
enterprises (SMEs) designing products and
services to improve community healthcare
and to manage health at home, all aided
by the latest diagnostic tools, monitoring
devices and assistive technology.
The main capital cost for the building is
being funded by a £4.5 million grant from
the local regional development agency,
Advantage West Midlands. Its operation will
be supported by a £3.6 million grant from
the Higher Education Funding Council for
said: “Our focus is on developing assistive
technologies for the patient, rather than
medical devices for surgical intervention or
use in hospital settings. Areas of activity will
include building and vehicle adaptations,
mobility aids and other consumer health
products. This approach is very much
aligned to the University’s traditional
strengths in nursing, the allied health
professions and product design”.

Boost for work-based learning

Coventry University’s School of Lifelong Learning has won more than £3.5 million to design
a high-level Employer Engagement Project to spearhead work-based learning through higher
education. The grant from the Higher Education Funding Council for England (HEFCE) to
design a flexible and relevant programme comes in response to the national skills deficit
announced recently in the Leitch Review of Skills.
Both private and public sector employers have expressed the need to develop
qualifications for middle managers and senior supervisors, although for some, university-
based learning often lacks the necessary flexibility. The new approach is designed to provide
customised, on-the-job learning, bespoke to companies’ needs, combining an NVQ and
HE-level qualification. Seeking to engage employers in course design, work-based delivery
also helps minimise time ‘off-the-job’.
Dr Darryl Bibby, Dean of the School of Lifelong Learning, said: “A radical change in the
way young people and adults are trained is needed to plug the skills gap. The take-up of
work-based learning opportunities at the higher education level is key to Britain’s ability
to help create sustainable employability.”
Coventry University is working with major national and international organisations such
as Parcelforce Worldwide, the AA and Coventry and Warwickshire Partnership NHS Trust to
deliver the new programme.
The team will also be undertaking applied research into areas addressed by the project
– in particular, the role of the University’s teaching staff based at employer organisations;
building and managing relationships with large employers; and the interface between
University systems and customised on-site delivery.
 The m e a s u r e of success
SUMMER 2007 Innovate 22
For those operating in the world of precision engineering, the ability to
measure to the nearest thousandth of a millimetre can mean the difference
between life and death. At the West Midlands Manufacturing Measurement
Centre, it’s microns that matter.
In safety critical applications, risks of product
failure arising from any measurement
inaccuracies can have costly implications
– in more ways than one. In the aerospace
industry for example, even the most minute
deviation from the exact dimensions
specified can seriously impact a product’s
ability to operate as designed. To avoid
potential safety risks for end users,
the rigorous requirements of aircraft
manufacturers mean that whole production
lines can come to a halt if flaws are identified
– a fact equally true in many other industries.
The West Midlands Manufacturing
Measurement Centre (WMMMC), based at
Coventry University’s Technology Park, is
responsible for increasing the awareness
and take-up of measurement as a key
underpinning technology to boost the
competitiveness of the sector. Funded by the
Regional Development Agency, Advantage
West Midlands (AWM), the centre evolved
from research which showed a noticeable
gap in the general understanding and
appreciation of measurement issues in
manufacturing business advisors across the
region. Accurate measurement is essential in
improving quality, reducing waste, boosting
competitiveness and enabling innovation.
The centre’s primary objective is to
support industry through measurement
awareness, improvement and training
– encouraging companies to embed the
principles into their core processes. In
partnership with the Manufacturing Advisory
Service - West Midlands and AWM, the
WMMMC is delivering the nationally-
accredited NPL (National Physical Laboratory)
Framework of Measurement Training courses,
(for which Coventry is currently the only UK
university provider).
Measurement audits, problem solving,
measurement services, equipment
demonstrations and vendor independent
advice are also offered, and the centre’s team
of specialists has so far worked alongside
numerous companies across the region, from
motor sport and high precision engineering
to aerospace and medical technologies.
Dunlop Aircraft Tyres Ltd
DATL needs to be able to respond quickly
and provide the flexibly that its customers
need, delivering a compelling combination
of short development cycle, technically-
advanced products and world-class customer
service. Producing over 100,000 tyres each
year, the company is justifiably proud of its
safety record, which is a key component to
its continued success. Behind the scenes, it
continues to work on enhancing its global
reputation further through continued product
development and investment in
new technologies.

DATL first approached Trevor Toman,
Specialist Business Development Manager
- Metrology at WMMMC, in connection with
an investigation into the dimensions of one
of the company’s test wheels. It was thought
that a potential interface problem may have
existed with a tyre under development. There
were some concerns that there may have
been a manufacturing error either in the
mould which forms the bead profile of the
aircraft tyre, or else in the test wheel used
in simulating the tyre’s service conditions (in
order to gain approval from the airworthiness
regulatory body).
'Even the most minute deviation
from the exact dimensions
specified can seriously impact
a product’s ability to operate
as designed'
In order to identify and eliminate any
error as a potential variable, the two test
wheel halves and the two mould rings were
independently measured to validate the
company’s supplier’s certificate of conformity.
Although one half of the test wheel was
found to be very slightly under size, it was
felt that the minute degree of error was
too insignificant to have been the cause
of the problem the company was working
to address. A detailed explanation of the
findings by Trevor and his team meant that
DATL was able to eliminate this as a possible
cause for concern.
e-Medix
Over a period of more than ten years,
e-Medix has accrued a wealth of knowledge
in the manufacture of ophthalmic blades.
By employing the latest computerised
technology from design, through
manufacture and into inspection, the
company’s processes have inherent
flexibility. Its first-hand knowledge of surgical
procedures, coupled with its flexible design
and manufacturing systems allows it to
be highly responsive to the need
for new or alternative product designs
and specifications.
However, when e-Medix first approached
Trevor and the team at WMMMC, it had
identified a potential issue with its inspection
procedures. The 100 per cent sampling rate
was proving very expensive and a solution
was sought to bring these costs down,
without compromising the quality for which
its products were known.
A method of process monitoring was
calculated to allow a reduction in sampling
rate. The total process was broken down into
manageable and logical ‘bite size chunks’,
and data then recorded and analysed,
SUMMER 2007 Innovate 23
relative to process specifics. The company
has since managed to reduce costs in
this area and bespoke, computer-driven
performance tests now enable absolute
control of both quality and consistency.
Other project partners working with the
WMMMC include Coventry University’s
Future Manufacturing Applied Research
Centre, the Department of Trade and
Industry, National Physical Laboratory and
The Precise Group.
www.wmmmc.co.uk
Trevor Toman
Trevor Toman
has worked in the
manufacturing
industry since 1975.
After ten years in
telecommunications,
he moved to
Coventry in 1990
to begin a career
in the motor
industry. He has experience in a wide
variety of measuring technologies and
facilities, including large and medium-sized
CMM (coordinate-measuring machine)
facilities and non-touch (laser) in-line
measurement projects.
 Blue thinking
SUMMER 2007 Innovate 24

London Executive Aviation (LEA), the UK’s largest private jet charter
operator, celebrated its tenth anniversary last year by challenging
ten Coventry students to come up with their visions for the interior
of tomorrow’s private jet. David Browne, Head of the University’s
internationally-renowned Transport Design course, explains.

As the company moved into its second decade, LEA was keen to tap
into the thinking of the next generation of transport designers, to
help it understand how the passenger experience might be improved,
and also where the industry might be headed.
With one of the most respected departments of transport
design in the world, and given the links the University enjoys with
the car industry, the Faculty is usually most closely associated with
automotive design. Students have won a string of awards and many
graduates have gone on to hold highly influential design posts at top
manufacturers worldwide. However, the Faculty also has an excellent
reputation in the broader field of industrial design.
Whilst not an aircraft manufacturer itself, LEA asked students
to develop ideas for the interior of a private jet of the future. The
needs and comfort of passengers are of paramount importance to
the company and the intention was that this project would not only
be relevant to its business, but might also help stimulate discussion
within the wider aviation community. Ten third year undergraduates
took up the challenge as formally-assessed ‘professional
practice’ coursework.
into how passengers’ needs are evolving in response to changing
'Combining creativity and practicality within such work and leisure patterns. Some of these lessons can be acted on by
tight space constraints has been a rewarding LEA as service providers, although many will relate to the painstaking
work of aircraft manufacturers as they develop future generations
challenge for our students'
of business aircraft.
Many of LEA’s customers use their planes as airborne offices, The final design proposals were showcased at LEA’s tenth
enabling them to work collaboratively and in privacy en route to anniversary at the Design Museum in London, where awards
meetings. Students were therefore encouraged to think what changes were presented. The company was tremendously impressed by the
might help passengers work more effectively, such as improved eye energy and commitment shown by all the teams during the project,
contact and better access to information technology. At other times, watching as the students approached the issues which charter
passengers need to unwind – what improvements could be made to operators experience daily. In every sense it proved an exercise
improve existing levels of comfort, perhaps to the décor or furniture, in ‘blue sky thinking’.
to alter the perception of being in a confined space?
To promote innovation, students were encouraged to think less
about what might be physically possible, and more about devising
passenger-centric ideas which could inspire the practical solutions David Browne
of tomorrow. This resulted in the use of what might normally David Browne, Head of Transport Design,
was formerly a senior designer at Rover
be considered more unconventional sources of inspiration, and
Styling. He is a professional training
also in the proposal of often more radical materials and co-ordinator and has collaborated on
engineering approaches. many projects within industry, including
Clearly it is one thing to begin a cabin design with a blank sheet most recently Renault Design (France),
of paper and unencumbered thinking, and quite another to Ferrari (Italy), Reebok (USA) and Fiat/
implement a durable environment that complies with regulatory Lancia/Alfa Romeo (Italy).
requirements. However, such an exercise provides valuable insights
Group 1

SUMMER 2007 Innovate 25

(Andrew Aylesbury, James Finlayson
and Rupert Evans)
The team devised a very modern and
striking approach focusing on space
efficiency. A multi-functional spherical seat
design created a personal ‘cocoon’ for each
passenger, offering flexibility for both
work or rest. Innovative storage pods and
a pop-up drinks unit made the most of the
space onboard.

Group 2
(Amy Chubb, Chris Lamb, Emma Gallini
and Tom Smith)
This group came up with a sleek and
futuristic cabin design based on a hexagonal
theme. Visually ‘transparent’, mesh-backed
seats mounted on multi-directional brackets
‘de-cluttered’ the floor. Movable computer
displays were mounted in the arm rests
which could be linked wirelessly to
passengers’ computers.

Group 3
(Daniel Sheridan, Darren Thompson
and Anthony Burgess)
The final trio put forward a concept for
what, at first sight, appeared to be a more
conventional ‘zoned’ cabin. However, closer
inspection revealed many innovative features
such as a central ‘office’ area and boardroom
with rising table. A sense of space was
created in several different ways, including
low-level lighting giving the illusion of
a ‘floating’ bar.
 NEWS IN BRIEF
SUMMER 2007 Innovate 26

Coffee with a conscience

The world’s first bio-diesel, solar- and wind-powered,
art-covered coffee cart was launched at Coventry
University during this year’s Fairtrade Fortnight.
Designed to provide students with
experience in running a business, it
is also kind to the environment!
The colourful ‘Mozzo® Coventry
University Coffee Cart’ is the result of a
business collaboration between the University and
Mozzo, a sustainable lifestyle brand specialising in the sale
and market of fairtrade organic arabica espresso coffee.
First developed in 2005, the cart’s design is based on
an Indian TukTuk, and also provides opportunities for
emerging artistic talent to showcase their work on its
exterior panels.
It all started after a visit by Mozzo’s founder
Grant Lang, who came to the University to talk
to students about social enterprise. The lectures
proved fun for all involved and eventually the
partnership was formed. The plan is for students
to take control of the cart and run it as a
business venture – going to locations on and
off-campus, wherever the demand is – providing
valuable business experience without the financial
risk. The mobile ‘art exhibition’ can be used to promote anything from
students’ work to the University’s latest recruitment posters, or even
as advertising space for companies.
The unique model developed for Coventry University made an instant impact,
engaging the public’s emotions as an innovative, fun and socially responsible
retailing platform. If, over time, the concept proves successful, it could pave the way
for hundreds of others on university campuses across the country.

Serious about games

A new industry – curiously called ‘Serious Games’ – could be about
to put the West Midlands back on the map. A groundbreaking
Serious Games Institute (SGI) at Coventry University – the first of its
kind in the UK – will develop the latest computer gaming technology
to drive innovation and training.
Serious games makes use of interactive electronic game
technologies for non-entertainment purposes such as business
simulation, corporate training, and emergency and disaster
management, and is particularly effective in situations where it
is too costly or risky to train people in live situations. The technology
provides a way of working designed for the digital generation. As
new communication and education technologies emerge, serious
games will continue to evolve as a learning tool.
The West Midlands is home to some of the world’s leading
electronic games companies, including Blitz Games and
Codemasters, and the new Institute will provide a focal point for
the many talented companies in the region. With a boost of
£3.3 million from Advantage West Midlands, the £7 million Institute
will be based at Coventry University Enterprises (CUE) Ltd’s
Technology Park. The state-of-the-art building will house office space
for small and medium-sized enterprises (SMEs), a networking and
workshop area, showcasing facilities and applied research.
David Wortley, SGI Director, said: “We want to be the catalyst
for the innovative use of games technologies such as virtual worlds
– where ‘Second Life’ has received massive global publicity. The SGI
is a tremendous opportunity for the West Midlands to become
a global leader in an emerging market with huge potential.”

Dr Daniel Lynch
Daniel Lynch graduated with a PhD in
Chemistry from Queensland University
of Technology in 1994. Leaving his home
town of Brisbane, Australia, he spent a
short time at Cranfield University before
coming to Coventry University. Following
six years as a Senior Lecturer in Chemistry,
he was appointed Reader in Applied
Chemistry in 2007.
Small miracles
It was whilst undertaking research into colour chemistry that
Dr Daniel Lynch, now Technical Director of Exilica Ltd, discovered the
technology that a few years later would become the founding stone
behind one of the region’s most exciting new start-up companies.
Daniel Lynch had created a range of silica nano-
shells that act as ‘mini-Tupperware’ containers,
storing chemicals and releasing them when
required. A Reader in Applied Chemistry in
Coventry University’s Faculty of Health and
Life Sciences, he had found that silica shells
measuring less than one micrometre (one
thousandth of a millimetre) in diameter, could
be used to contain chemicals, releasing them
over controlled periods of time. In effect, he
had characterised a platform technology which
could be tailored to many different industrial
needs, from sunscreens to fertilisers.
The original invention took place nine years
ago, and after intensive research, the University
filed for a UK patent. Exilica Ltd, a University
spin-out company, was later registered to
commercially exploit the technology made
possible by the serendipitous discovery. Since
then, the patent has been filed internationally
and despite initial industry caution, persistence
and a very clear vision for the product’s
potential has led to the company securing
several development contracts with a number
of multinational companies.
“Among its many potential uses, we’re
looking at increasing the life of household
and clothing fragrances through the
technology’s slow-release mechanism, which
can help fragrances last for up to eight weeks
– substantially longer than existing products,”
Daniel said. “There is also the potential to
enhance washing detergents and fabric
cleaners. Storing the active agent in these silica
shells helps these products tackle dirt more
effectively and become longer lasting. There
are lots of things we can do with this range
of technology.”
SUMMER 2007 Innovate 27
This versatility was a major factor in the
University’s decision to develop a start-up
company, rather than simply licensing the
technology directly. Within the first year the
company had appointed a board of directors
and an interim MD, who have been supporting
Daniel in raising early stage finance.
The company has been recognised as one
of the region’s most exciting start-ups
– shortlisted for The Times Higher Awards
Business Initiative of the Year, 2006. It was the
only UK company to be invited by the Japanese
External Trade Organization (JETRO) to a recent
trade fair in Tokyo.
Recently completing a first round investment
deal with a large multinational company, this
exciting turn enables Daniel to now devote
himself full-time to the business, working
alongside the current research officer to
develop the business further and deliver
Exilica’s full potential.
www.exilica.co.uk
Typical applications include:
• Anti-fungal/anti-algal treatment
• Controlled drug delivery
• Controlled release of fertilisers
• Cosmetics and healthcare products
• Effective sunscreens and filters
• Encapsulation of fragrances
• Encapsulation of pigments and dyes
• Enhanced chemical performance
• Fuels and explosives
• Improved battery technology
• Performance adhesives
• Speciality and engineering textiles
• Storage media
SUMMER 2007 Innovate 28
The weighting game
It has been described as the modern epidemic, and is fast becoming one of
the world’s biggest health issues. Childhood obesity is on the rise along with
the research into how to treat it. PhD student Helen Pittson talks about her
pioneering and innovative work to fight the flab.
Fast food and video games are the modern curse on a world marred
by high blood pressure and clogged arteries. While the cooking skills
of our forebears have been abandoned in favour of microwave meals,
the repercussions are now coming back to choke us. In England alone
there has been a significant increase in childhood obesity over the
past decade, increasing from 10.9 per cent in 1995 to 18.0 per cent in
2005 for boys, and from 12.0 per cent to 18.1 per cent for girls*.
Y W8? (Why Weight?) is a family-based weight management
programme, forging change by encouraging a positive focus on
healthy eating and active living by acknowledging that the problem
is not just clinical, but also cultural and psychological.
Overweight children and their families attend 12 weekly sessions
involving fun activities to improve fitness, nutrition and self-esteem.
If a child is obese, there’s a high chance that the parents are too,
so lifestyle changes need to begin at home. The programme aims
to educate the whole family on healthy eating and balanced food
groups. Throughout the course parents attend workshops to learn
how to cook using natural ingredients, and how to choose sensibly
when eating out. It helps their self-esteem because they are learning
with other families and can share experiences and give support to
one another.
The children also have a physical activity session to help increase
confidence through team sports such as rounders, or work-outs in
the gym. The lack of activity in the UK is a key factor in the increase in
obesity, and stepping up exercise levels is an essential way of helping
make families healthier. Serious associated health risks include heart
disease, diabetes and kidney failure, and there are psychological
consequences too – low self-esteem, anxiety and depression.
As the project has progressed, I’m no longer shocked by the things
I see. Some of the children feel like they’re going to be deprived, but
it’s my job to show them how we’re going to make changes that they
see as fair. It’s about balance, not deprivation. The interactive sessions
cause the greatest reaction from the children, such as the ‘sugar quiz’.
When children pour out the amount of sugar you get in a McDonald’s
McFlurry or a bottle of Lucozade, their eyes are like saucers when they
see the pile in front of them.
Part of Telford and Wrekin Primary Care Trust’s Let’s Get Physical
programme funded by Sport England, the project’s holistic approach
has so far helped 24 families, and another 12 are currently taking part.
Over 80 per cent of the children who have participated in the project
have improved their Body Mass Index (BMI) and around 70 per cent of
parents have also seen a loss of excess weight.
The project, which is underpinned by health psychology research,
overcomes complex barriers to losing weight by offering families
tailored solutions. Detailed questionnaires are filled in by participants
regarding their sedentary activity (e.g. watching TV), physical activity,
diet and self-esteem. Realistic exercise regimes and weight loss
goals are then set for individuals, as reasons for obesity can vary from
person to person. By targeting children, there are opportunities to
change eating patterns and set up a life-long habit of exercise and
physical activity. The project tackles the root cause of obesity and
works with children to improve their confidence and self esteem.
Y W8? also involves a weekly exercise session for ‘graduates’ and
their families. There are also reviews at six and twelve months after
programme completion to encourage families to exercise together
and continue to make lifestyle changes. 
The headway being made has received national recognition. In
2006 the project won the award for Best Practice in Primary Care
at the annual National Obesity Forum Best Practice Awards for
Excellence in Weight Management. Feedback from families who have
attended Y W8? has also been overwhelmingly positive, with many
grateful to the programme for taking away the worry of what can
otherwise develop into a serious concern for any parent. We hope to
roll the programme out further to benefit other children and parents
in the same way. Most people know what they’ve got to do, it’s just
making the choice to do it.
* The Health Survey for England 2005
Helen Pittson
Helen Pittson, a PhD student at Coventry
University, is a researcher in childhood
obesity and physical activity at Telford and
Wrekin Primary Care Trust. She has recently
been awarded a Winston Churchill Travelling
Fellowship for 2007 through which she will
visit established childhood obesity
treatment programmes in the US.
 SUMMER 2007 Innovate 29
'The project tackles the root cause of obesity
and works with children to improve their
confidence and self esteem'
 NEWS IN BRIEF
SUMMER 2007 Innovate 30

Bridging the language gap

Statistics show that trade is being lost in the West Midlands due to language
and cultural barriers. Identified by small and medium-sized enterprises (SMEs)
as the most significant issue in exporting to foreign markets, language difficulties
are cited ahead of exchange rate, paperwork or payment problems.
A report by Coventry University for the National Centre for Languages (CILT)
identified that only around 50 per cent of businesses surveyed in the tourism/
leisure, food/drink, business/professional services and passenger transport
industries used any foreign language skills. According to Dr Veronica Velo, Director
of the report, of those that did, these skills helped considerably in developing
overseas contacts and with international sales and procurement. Conversely, their
absence can cause operational delays and misunderstandings.
Despite this, many organisations display complacency, believing such skills
to be the responsibility of ‘specialists’ rather than in the interests of all. Any solution
therefore needs to take account of employees’ reluctance to learn a new language,
their lack of time and their preference for personal attention.
Spanish for International Success, developed by Dr Rosario Kane-Iturrioz,
is designed to accommodate busy schedules and variable work patterns. Based
on a blended learning approach, the course offers online delivery and discussion
groups, face-to-face tutorials, video-conferencing, vocabulary games, website
links and online tests.
The next step now is to produce additional versions of the course in other
languages. A bid is also presently being made to the Leonardo Transfer
of Innovation initiative for European funding, which will enable further
customisation of the course to the needs of specific business sectors, starting
with the tourism industry.

A sound investment
For many of us the term ‘ultrasound’ probably first brings to mind images of pre-natal scans.
However, ultrasound is now providing a new way of dealing with environmental protection,
from cleaning our water supplies to making our chemical industry greener, through
the science of sonochemistry.
Sonochemistry is the study of the effects of a type of ultrasound much more powerful than
that used in scanning. Its effects are the result of ‘acoustic cavitation’, the formation of small
bubbles or cavities in a fluid caused by sound vibrations. These undergo a violent collapse,
producing local hotspots of instantaneous high energy.
Ultrasound is capable of treating harmful biological contamination in water because the
cell membranes of bacteria are weakened or broken by cavitation. This has been shown
to enhance the biocidal effects of UV radiation, ozone and chemical oxidants, and even to
provide a ‘green’ technology for the treatment of chemical contamination in water.
Ultrasound is also targeting the area of air pollution, recognised as a serious public health
concern. Fine particles from power plant emissions or diesel fuelled cars have increasingly
become the focus of stricter government regulation. Whilst the ideal solution may be to
prevent emissions at source, particles are often simply so small that they pass through
filters. Ultrasound has been shown to precipitate suspended particles by forming larger
agglomerates, making them susceptible to conventional separation technologies.
On an industrial scale sonochemistry has been successfully applied to the improvement of
soil quality and the enhanced treatment of sewage. Research is ongoing in all of the above
areas at the Sonochemistry Centre.
 SUMMER 2007 Innovate 31
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