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This Project Masiluleke case study is the third in a series of case studies on Design and Social Enterprise, funded by the Rockefeller Foundation through a grant to William Drenttel and Winterhouse Institute. Winterhouse Institute is the publisher of Change Observer, part of the Design Observer Group. The Rockefeller grant defines the project:   "Winterhouse Institute will identify and supervise the creation of a number of deep, professional case studies, developed in partnership with the Yale School of Management. Using an innovative, online case study model, these cases will be broadly disseminated, generating both success-sharing mechanisms and documentation of best practices. This is a critical component as the design profession (and its efforts in working with NGOs) needs critical appraisal and evaluation in order to increase efficacy and scalability."

The text and videos in this case are published under a Creative Commons License for free noncommercial use, and may be used, disseminated and taught without fees or permission. However, documents or external web sites linked to in the case may be covered by their own terms of usage as indicated on the web site or document in question.

For Instructors

To track usage of this case, we ask you to let us know when you use this case and share your curriculum context with the Yale School of Management. Reports may be sent by email to Jaan Elias at case.comments@yale.edu. (Please put "Project Masiluleke" in the subject line of the email.)


Credits 

Case study editors: Rodrigo Canales, Assistant Professor of Organizational Behavior, Yale School of Management; Jean Rosenthal, Project Editor, Case Study Research and Development, Yale School of Management; Jaan Elias, Director of Case Study Research and Development, Yale School of Management

Website text: Jean W. Rosenthal, Project Editor, Case Study Research and Development, Yale School of Management.

Video producer: Jeffrey Levick, Multimedia Producer, Case Study Research and Development, Yale School of Management.

Video photography and sound at PopTech 2010, Camden, Maine: Jeffrey Levick, Jean Rosenthal, Andrea Nagy Smith, Project Editor, Case Study Research and Development, Yale School of Management.

Video interviewers: Jean Rosenthal, Jaan Elias, Director of Case Study Research and Development, Yale School of Management

Web site design: Eric Mattes, Yale School of Management, Class of '09.

Additional academic consultation: Nicoli Nattrass, School of Economics, University of Cape Town, South Africa; and Visiting Professor, Jackson Institute for Global Affairs, Yale University, for insight into South Africa and AIDS; Elisa F. Long, Assistant Professor of Operations Management, Yale School of Management, for Bayesian Analysis explication

Case series supervision:  William Drenttel, Senior Faculty Fellow, Yale School of Management.


Acknowledgments

The Yale School of Management wishes to thank the participants in Project Masiluleke for their generous assistance in preparing this case study, sharing their time, knowledge, and artifacts from the collaboration. We particularly appreciate their willingness to share the failures as well as triumphs in this challenging endeavor.

PopTech, Camden, Maine and Brooklyn, New York

  • Andrew Zolli, Executive Director and Curator, PopTech
  • Leetha Filderman, Director of the PopTech Accelerator and the PopTech Fellows program
  • William Gordon, III, Board of Directors, PopTech
  • Ken Banks, founder of kiwanja.net and a PopTech Innovation Fellow
  • Erik Hersman, founder of Ushahidi.com, iHub.co.ke, Afrigadget.com, and a PopTech Innovation Fellow

frog design, a global innovation firm

  • Robert Fabricant, Vice President, Creative
  • Michele Tepper, Principal Designer
  • Rachel Regina, Design Researcher
  • Ben Fineman, Senior Design Analyst
  • Nick de la Mare, Creative Director
  • Tony Meredith, Industrial Designer
  • Sara Munday, Senior Communications Manager

Praekelt Foundation, Johannesburg, South Africa

  • Gustav Praekelt, Founder of Praekelt Foundation and Managing Director of Praekelt Digital
  • Marcha Neethling, Head of Operations

South Africa's AIDS Helpline, for permission to share the data from the Please Call Me Messages

 

We also wish to thank iTeach, for inspiring the story told here

 

Other Cases in the Design and Social Enterprise Series

SELCO 2009: Determining a Path Forward: Harish Hande and the company he founded, SELCO, provided solar electricity for lighting and power to India's poor. Hande realized early in SELCO’s history that the success of solar installations for the poor would depend on designing creative financing. However, the company’s careful process of needs assessment, design, financing, and service was time-consuming and costly. With 400 million people living in poverty, India’s developmental problems were daunting, and observers wondered how SELCO’s activities could be scaled up to extend the benefits of solar energy to more people.

Mayo Clinic: Design Thinking in Health Care: In the early 2000s, Mayo Clinic physician Nicholas LaRusso began asking himself a question: if we can test new drugs in clinical trials, can we also test new kinds of doctor-patient interactions? In consultation with design firm IDEO, LaRusso opened a skunkworks outpatient lab, and within six years, the lab had become the Center for Innovation, a dedicated research institute that studies the processes of health care provision, from the initial phone call, to the clinic visit, to the diagnosis and treatment of the problem, to follow-up and preventive care. In 2010, the CFI was a respected internal consultancy of Mayo Clinic, but it was asking how to move from incremental to transformational change.

 

Revision history

May 23, 2011 - Case released