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‘Shouldr’ started life as a thought experiment about the way we ask for help in an era of social media and highly-flexible work. It is a fictitious app for monetising emotionally supportive behaviour, based on an acknowledgment that care creates value and is therefore potentially profitable.

There were two major outcomes. The first was an online exhibition with isthisit? which included a three-minute commerical for the app.

The second outcome was a short film, On Your Terms, which tells the story of Saskia, a highly empathic student who relies on the app as a primary source of income. Saskia’s boundaries are compromised by the pressures the app makes on her own needs and desires.