Design that Heals

Exploring the role of creativity in psychedelics to break the network of stigma and ignorance

Human Nature – a provocative future micro-dosing dispenser for domestic use by NewTerritory

Today, we embark on a mind-expanding journey into the realm of psychedelics – a territory that holds promise for mental wellbeing, healing and liberation. This year the world of psychedelics is experiencing mycelial-like growth: legalisation in a number of US states has started to become a reality, the world’s largest psychedelics conference has just wrapped – boasting over 10,000 global attendees – and a whole network of emergent brands are (mindfully) vying for space as the market is tipped to reach $11.9 Billion by 2029.

This energy isn’t just contained to the psychonauts of the industry, but has grown into our inboxes, social feeds and consciousness through exposure in fashion, entertainment and even foods. It’s raising controversies, fuelling heated debates, challenging assumptions, and revealing new opportunities and hurdles that will need to be overcome.

At NewTerritory, where I am the creative director, we’ve been fortunate to partner with companies who are making the world of psychedelic therapy more accessible: by bringing this new wave of therapeutic brands to life, crafting future visual and verbal languages as they set about changing the conversation from recreation to mindful medicine.

Scientist’s findings on psilocybin, the enchanting compound found in certain mushrooms, are nothing short of revolutionary. Researchers believe that consuming it activates the brain’s serotonin receptors, reducing the energy needed to switch between different activity states, increasing the brain’s neuroplasticity, disrupting rigid patterns of thought, and offering a fresh lens through which to view the world.

Communication between brain networks in people given psilocybin (right) or a non-psychedelic compound (left). PETRI ET AL./PROCEEDINGS OF THE ROYAL SOCIETY INTERFACE

The effect is often characterised as being open to new thoughts, perspectives or solutions to previously unsolvable challenges. For those suffering from anxiety, depression, addiction or chronic OCD, psilocybin-assisted therapy could offer a glimmer of hope, unlocking the potential for profound and lasting positive change.

From our time working with clients in this space, we’ve identified three important steps that will likely play a key part in the industry’s successes in its pursuit to improve access and promote acceptance.

The first is altering public perception. Education is an ally in dismantling the barriers of ignorance and stigma; we must disseminate accurate information intertwined with emotive, elegant storytelling. I mean, it’s a challenge to even pronounce psilocybin (silo-sy-bin), never mind spell it, so the industry needs to find ways to advance the language, dispel misconceptions and make open, evidence-based discussions easy and accessible to the many.

NewTerritory x PAR (Psilocybin Access Rights) – the UK’s first psychedelics campaign

The second concerns fostering scientific advancement. Insights from our clients shows that the UK needs to pave the way for rigorous scientific research on psychedelics. That means continuing to invest in studies that explore their therapeutic potential – taking psychedelic research out of dark and putting it front and centre. Creativity plays a role here in the simple communication of any benefits, not just making bar charts beautiful, but telling meaningful stories, drawing people in and playing on their (rightful) curiosity. If a story is understandable and accessible, like those documented in the book, now turned Netflix docuseries ‘How to Change Your Mind’, the treatment of depression, addiction and OCD can be normalised, empowering researchers and clinicians to further unlock the full spectrum of psychedelic benefits.

NewTerritory x Microdosing Collective — Building a new brand world to champion simple, contemporary communication of the benefits of psychedelic therapies

Intimately connected to this acceptance is a final and crucial step – advocating for policy reform. Public policy must catch up with the progress of scientific research. The industry needs policymakers to embrace a more rational and evidence-based approach. This is beginning to happen slowly, and from 1 July 2023 Mind Medicine successfully lobbied the Australian government with the support and guidance of David Nutt. His former expertise as a scientist and government advisor has helped to enable medicines containing psilocybin and MDMA to be prescribed by authorised psychiatrists for the treatment of mental health conditions.

Prior to this in November 2022, the U.S. non-profit Multidisciplinary Association for Psychedelic Studies (MAPS) announced that it had completed a second phase-three trial on MDMA as a treatment for PTSD – a step widely seen as the last hurdle to clear before applying for approval from the U.S. Food and Drug Administration (FDA). Should the FDA approve MDMA and psilocybin therapy, then under a new reciprocal approach announced by the UK government, these treatments could also become accessible in Britain.

Our trip into the realm of psychedelics asks us to step beyond the confines of conventional thinking and embrace a new paradigm of exploration. Ultimately, our role as designers and creatives is to support the communication of this complex topic – to allow people to be better informed, tell the stories of real people in an emotive and captivating way, all while fostering confidence in decision making and empowerment to treat and heal those who need it most.

Revisiting Peckham’s Radical Health Experiment 

Thomas Bolger speaks to multimedia artist Ilona Sagar about her latest exhibition Correspondence O, which focuses on the revolutionary Pioneer Health Centre in south London

Still from Correspondence O, Ilona Sagar 2017

Established in Peckham in 1926, the Pioneer Health Centre was a bold experiment in social connection, preventative medicine and local governance. For over 24 years, working-class citizens of the south London borough paid a shilling a week to be a part of a body greater than the sum of its parts, signing up to a research program that sought to track the relationship between social and physical health.

The centre’s transition from a Socialist reverie to gated community, as it is now, has uncomfortable parallels to an increasingly fraught and privatised NHS. Returning to the site and the principals with which it was founded, multimedia artist Ilona Sagar’s moving installation, Correspondence O, explores this historical microcosm while asking urgent questions about our current public healthcare system.

Here, I spoke to Sagar about the legacy of the Peckham Experiment, the status of community and social welfare today, and the future of the NHS. 

Still from Correspondence O, Ilona Sagar 2017

Why was the Pioneer Health Centre such a revolutionary model and how did the project come about? 

A while ago I came across the building through a friend and was drawn to its iconic architecture, but I was unware of its loaded history. I started to look at the architect Owen William’s designs in the RIBA collection and realised that I had only scratched the surface of a complex archive.

‘The Peckham Experiment’ was at the forefront of a dramatic shift in the public perception of health, yet its significance has been historically overlooked. Biologists George Scott Williamson and Innes Hope Pearse established it privately in 1926, long before the foundation of the NHS in 1948. The Pioneer Centre came out of a time of social experimentation and optimistic change, citing similar projects such as the fresh air movement. It promised wide, airy, huge-windowed spaces where people could play, exercise, and be observed and recorded. Built around principles of self-organisation, local empowerment and a holistic focus on social connection as fundamental to health, the learning from the Peckham Experiment is as relevant today as it was then.

Still from Correspondence O, Ilona Sagar 2017

How important was collaboration for this project?

There is an overwhelmingly comprehensive body of archival material and primary resources surrounding the work of the Peckham Experiment. They appear in a fragmented way across several archives, community groups, charitable foundations and within the building itself. 

The first material I came across was at the Wellcome Trust archives, where I found a series of very unusual black and white silent films. The lack of an experienced camera operator and the method used to transpose the material to archive results in films which are a disjointed mesh of body parts, glass, water, rope, architecture, small moments of interactions and activities. Through accident they almost appear as a structuralist film rather than a medical document. I was struck by how much these films resonated with contemporary editing methods. So this footage became a key overarching structure for Correspondence O, reflected in a rhythmically edited sequence of rapidly changing events and bound by the layered use of sound design and voice-over.

Correspondence O is not simply a historical account, it is a darkly speculative installation that examines our uneasy and increasingly precarious relationship to public health, labour and wellbeing. During a site visit at the Pioneer Centre, by chance I met Tom Bell, an architectural surveyor, and James Hardy, a personal trainer, who are both residents of the centre today. Their professions became emblematic material components of the film, echoing the legacy of the Peckham Experiment. 

Still from Correspondence O, Ilona Sagar 2017

Could we see this sort of self-organised, locally empowered social-health centre in the future as an antidote to the status quo? What is the tension between public and private in the work?  

The inspiring yet unsustainable ideologies established by biological and social reform groups like the Peckham Experiment has in many ways shaped our expectations of public resources. The failed big society agenda and neoliberal localism have redefined notions of the common good. Correspondence O is not a didactic illustration of the current political climate. I didn’t want the work to become a worthy polemic, but through the film and exhibition, open up a dialogue with my audience and offer a space for discussion. 

Political populism, identity politics and fundamentalism have distracted us from the privatisation of public life. Silently the definition of public interest and welfare have been rewritten, leaving us with an increasingly private and economically driven health sector, redefining health as a consumer asset rather than as an innate human right.

Still from Correspondence O, Ilona Sagar 2017

AI can now diagnose scans for cancer with incredible accuracy and at a fraction of the cost compared to human doctors – could emerging technologies like AI be the thing that saves the NHS?

There are amazing innovations in health and care using advance forms of human-computer interactions and assistive technologies, and I have no doubt that they will have a positive and lasting impact on our health in the future. Yet I have concerns about how private health companies shape our access to these technologies. Algorithms, neural networks and data forests are increasingly trusted and relied on to manage all aspects of our everyday activities. In recent years we have seen a surge of innovation in the commercial sector for products that allow users to self-manage their health and wellbeing without outside human intervention. Internationally we are seeing governments trialling new E-health initiatives in a desperate bid to solve growing structural and fiscal challenges within public health provision. 

I am deeply troubled by the contraction of companies such as Babylon Health Care, who are currently piloting the ‘GP in Hand’ digital app for the NHS. The app promises ‘efficiency’ to take pressure off an over-stretched NHS. Yet it features ‘queue-jumps’ and faster testing pay bands, piggy backing us into a ACA style system. Although there is a substantial commentary surrounding the gamification and quantifying of our health, labour and wellbeing, there has been sparse empirical analysis. 

Courtesy of the Wellcome Collection and Pioneer Health Foundation

Do you think the British public will eventually reject privatisation in their healthcare system?

I would like to think we have a power to resist, but whether we have a choice to reject the privatisation that is already legislated for is difficult to assess. Evidence of the silent shift to a US style system of insurance is embedded in the announcement by Jeremy Hunt of the launch of “accountable care organisations”. It is a system of health management directly transplanted from the US that bring private, corporate health interests deep into the structure of public welfare. Aspects of privatisation are very much in the public interest, yet corporate partnerships remain opaque and little known to the general public. 75 years after the Beveridge report, we are further than ever before from the founding notions of social insurance. We should take every opportunity to question and challenge policy and increasing health inequalities. Once it’s gone, its gone. 

Correspondence O runs at the South London Gallery until the 25th February. A panel discussion with Owen Hatherley, Nina Wakeford, Lisa Curtice and Ilona Sagar takes place at 6pm on 25th February. For more information click here.