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The product is in two parts: one physical and one app/web based.
The physical product serves 4 purposes: As a piece of contemporary phone jewellery, made from gold plated contacts and high quality recyclable frosted glass, it serves to portray a certain status to the users peers (eco-minded, tech-savvy, subcultural); as a dust cover for a phone's headphone jack; as an analogue signal booster for better headphone quality, and as a means to track and communicate your progress and the progress of other peers towards the goal of eating less meat through interacting with the phone app via the 3.5mm jack..
The software is a branded version of the social goal setting, tracking and supporting social app Super Better. Super Better uses game dynamics and social networking to provide a fun and engaging way to achieve real world goals through collaboration and support with other peers on the network.