• Last year, when Proctor & Gamble set out to make its Tide liquid laundry-soap packaging more appealing to seniors, the company turned to the last designers on earth you’d expect: college students.

    [The Indiana-based medical equipment company Hill-Rom Company sought out Live Well students for help creating better hospital gowns.]

    More to the point, it turned to the Live Well Collaborative, a University of Cincinnati-affiliated design non-profit focused on the 50-plus set and peopled by plucky undergrads too young to remember life before cell phones.

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