Carra Santos
Innovation & Strategic Initiatives
Strengthening projects and ideas in public health, education, government, enterprise and design for effective social and behavioural change.
Ideas & Enterprise
I am an innovation and concept development specialist with 15+ years experience in enhancing (or course-correcting) projects for effective social and behavioural change.
I support organisations in public health, education, government, enterprise and design across the UK and Europe, getting projects on a strong track, and navigating what comes up along the way.This can mean strengthening the starting point, to de-risk and reinforce R&D/R&I efforts, or stepping in when projects aren’t going as planned, to get them back on solid ground.
If you’re involved in:
Public Health & Academic Research: We'll turn your research findings into practical projects with tangible outcomes.
Enterprise & Investment: We'll ensure the idea is developed robustly, backing up/refining your ideas with real-world research and engagement.
Place-Based Innovation & Design: We'll plot strategies to shape thriving places based on proven priorities for multi-stakeholder consensus.
The projects I support require insights into people's needs and behaviours, therefore I use human-centred design (design thinking) tools to ensure those humans are considered at every step along the way. In addition, these tools are widely accessible, and so aid collective understanding.However, I do enhance them with my broader interdisciplinary research and additional frameworks within creative thinking, enterprise innovation, cross-sector communication, and social, cultural and behavioural insights as appropriate to the project, to ensure your ideas get to the heart of the issue, and contribute to lasting change.
Approach
Described by those closest to me as ‘driving ahead of the traffic’, I have a knack for seeing what’s ahead, what’s left and right, what’s past, and what’s around the corner, to chart a clear path through.
Taking this approach, I help organisations across the UK and Europe keep mission-driven projects moving forward.
There are two key stages of the concept development process where I’ve found my expertise is most valuable to you:
Before you start: Planning your Route
To check that you are investing your time and resources in solving the right problem, in the right way:
Clarifying your objectives, scope, and strategy
Introducing appropriate research methods to spot opportunities and anticipate risks
Examining where organisational goals and stakeholder needs differ and align, and addressing gaps
Creating clear roadmaps for research, engagement, testing and development
If you’ve already started: Course-Correcting
To identify if you have been solving the wrong problem, or approaching the right problem with the wrong solution:
Identifying why a project is stalling or facing resistance
Pinpointing gaps in research, stakeholder engagement, or implementation
Teaching design methods and tools to reframe challenges and improve ideas
Adjusting strategies to ensure the project contributes to real impact
Building on the consultation outcomes, I offer tailored support to progress your projects, including stakeholder engagement, research interpretation, workshop facilitation, and ongoing project coaching.
Example Projects
In addition to opportunities, the concept development process often reveals knowledge gaps and barriers to progress that pop up at various stages along the way.
I help clients to anticipate and navigate these gaps, barriers and complex encounters - through focused research, consultancy and leadership/team education, but also by walking ahead and clearing the path, through futures research and engagement within the wider landscape.Here are some examples.
Developing strategy and communication for cross-sector collaboration.
WHO Tobacco Cessation Consortium
Conducted an in-depth analysis of WHO Tobacco Cessation Consortium discourse to develop strategic recommendations for cross-sector collaboration and Consortium development.
Introducing participatory research methods gathering insights from civic society.
WHO Tobacco Cessation Support
Demonstrated design research methods to engage with smokers and inform the effective implementation of a digital cessation initiative, aligning their input with public health objectives.
Social psychology research on fast fashion and sustainable enterprise innovation.
'Accelerating Sustainability in Fashion, Clothing and Textiles' (Routledge)
Lead author of Chapter 17: Crafting connections with clothing: values, influence and relationships. Book launch chapter presentation and facilitation of a roundtable discussion on a sustainable future for the fashion industry.
Curricuum research rethinking interior design education for the 21st century.
The Future of Interior Design
Research and recommendations report with stakeholder presentation on interior design education in the context of a regenerative, distributive and circular economy, for an award-winning private interior design school in London, UK.
Finding a starting point for calm discussion on a contentious topic known to instantly shut down conversations.
Communicating Degrowth
A Master’s dissertation identifying positive starting points for calm discussion, using a topic known for causing tension and hostility; in this case, between academic advocates and UK finance/technology business leaders.
Closing knowledge gaps for curriculum development in Further & Higher Education.
The Basics of Sustainable Futures'
Design and facilitation of a four-part CPD programme for design, business, finance and technology academics, to provide sustainable futures context beyond their subject specialisms, and help shape their content and curriculums.
Designing CPD workshops showcasing the role of creativity in shaping sustainable futures.
The Sustainability Spectrum
A CPD learning series for creative service professionals demonstrating the full scope of sustainable futures beyond 'green', and their unique potential to support an integrated approach to sustainable futures innovation.
Providing immersive education on the creative process for design, repair and local production.
Maker Carousel for 100% Design, London
An 81sqm makerspace concept and installation designed to reveal the process and practices of the future designer-maker - from paper prototyping, model-making and block-printing to 3D printing, smart tech and connectivity.
"[Carra] pushed participants to think deeper about the work they were aiming to deliver, and ultimately created a more meaningful process. This, in turn, led to longer-lasting outcomes. ”
- Senior Programme Manager, Design Council
People & Place
Strengthening insights into effective social and behavioural change, I research place-based innovation and communication that equips communities and enables social equity, cohesion and resilience.
I've found that place-based approach allows systemic thinking within the manageable parameters of a region, city, town or neighbourhood. These parameters provides a concise snapshot of all stakeholders, issues and opportunities from the ground up, enabling productive communication and collaboration on a practical scale.
f you’re curious about:
Cross-Sector Communication: We'll consider who and what's in play in a particular place - public, private, third sector, community, nature - identifying common needs and interests, connecting priorities, and developing communication methods that support consensus.
Social Practices & Meanings: We'll explore the values, meanings, motivations, and variations on what matters to people in different places, and interpret them into insights for context- and culture-specific communication.
Social Innovation & Economic Development: We'll uncover feasible ideas and interventions that meet social needs and improve individual and community wellbeing, while addressing barriers to adopting more sustainable ways of life and work.
Methods & Tools
Fundamentally, my methods support top-down-bottom-up engagement, where governance and communities work more closely together to co-create solutions, thus ensuring that they are relevant, appropriate, and more likely to be adopted.My toolkit for place-based innovation and communication includes social psychology, needs analysis, design research methods, values-based communication, and sustainable design for the built environment - along with my sketchbook, my camera, and my relentless curiosity.
Example Projects
My projects build bridges by creating space for being, learning and knowledge-sharing, and bringing insights into how people think and behave, considering diverse cultural values, perspectives and real-world motivations.
Here are some examples of how I bring global change within local reach, turning theory into practice on a place-based scale.
Defining priorities and securing consensus between stakeholder groups in urban development.
'Bridge to Belonging'
A place-based evaluation tool to establish research priorities and consensus among urban development stakeholders at a neighbourhood level - in particular, within areas of extreme urban inequality and deprivation.
Engaging young people to inform more effective local government communication on climate action.
'The World We Will Create'
Visioning and futures thinking workshops and resources for young people (15-18) designed to elicit their personal inspiration for shaping a climate-positive future, to inform more effective local government communication.
Supporting global policymakers to develop place-based communication with behavioural insights and practical tools.
WHO: Culture-Specific Communication
A research article and internal presentation highlighting untapped opportunities to evaluate and develop country/culture-specific communication around smoking cessation, with a standardised, scaleable tool for policy-makers.
Equipping councils and communities with thinking tools for place-based collaboration.
Design Council: 'Design, differently'
Coach and co-facilitator for a Design Council programme inviting communities and councils to use design and systems thinking to solve local challenges arising from the wider effects of climate change.
Developing an inter-departmental council team around a shared goal.
Climate-Positive Communities
Silo-softening development of an interdepartmental council team, finding common ground to share resources and collaborate effectively towards a shared mission of community development.
CPD workshops introducing design for nature, health and community in cities.
'Design for Thriving Cities'
A future-shaping series of CPD workshops for architects and urban designers, conveying needs and knowledge in a sustainable futures context on the themes of Circular Economy, Social Value, Inclusive Design and Reinstating Nature.
Designing space for 'home-growing' food into furniture and interior design.
Farm Kitchen for 100% Design, London.
A 272sqm immersive design concept, installation and pop-up restaurant integrating micro-agriculture - the practice of growing food on a small scale using a variety of light sources, irrigation methods and growing mediums - into interior design.
Supporting city-dwellers and local developers to put nature back into cities.
Make Space for Soil
A communication campaign concept to educate/encourage two interrelated audiences - city-dwellers and local developers - to integrate space for soil into urban homes, with core messages adapted to each.
"A special talent for delivering solutions that satisfy the requirements from all stakeholder perspectives, are truly relevant and have undeniable integrity.”
- Director, 100% Design London
My Backgound
Curious, creative, and deeply committed to meaningful change, I thrive at the intersection of innovation, design, and communication - spotting patterns and connections between topics, building bridges between interests and ideas, and bringing people together through uplifting inspiration.
Previous Practice
From 2009 to 2022, I led a creativity and innovation studio focused on design for sustainable real-world behaviours - from cooking, growing food, making and repairing; to thinking, learning, interacting and building relationships. Every project was designed to inspire future-conscious ways of life and work.
In those formative stages, as a creative entrepreneur:
I led the concept generation, design and project management of a series of three internationally acclaimed future concept installations for 100% Design London to inspire social and behavioural change - the future of food, the future of construction, and the future of design - voted ‘most popular’ by 25,000 international industry professionals.
I pioneered the concept development, brand strategy and design of a product innovation to make food education more engaging - prototyped, commercialised, manufactured and rolled out across the UK - with clients ranging from councils and cookery schools to FMCG leaders and FTSE100s.
I progressed the concept development, prototyping, commercialisation and bespoke production of a furniture design innovation, enabling localised creativity, skills and production alongside use of regenerative and upcycled materials, selected to feature during London Design Festival and in publications around the world.
Over time, I saw how my values and approach to projects supported global environmental, social, and economic health, and realised the need to combine my creative intuition with scientific evidence. So I pursued an MSc in Sustainable Development in Practice in 2019, completing with Distinction in 2021.
Current Practice
I’ve now developed my blend of creative thinking, behavioural and cultural insights and responsible innovation to contribute to strategic initiatives within the WHO (World Health Organisation) in Geneva, the Design Council in the UK, and various universities, local governments and mission-driven enterprises, adding fresh perspective, skills and tools to strengthen projects for social and behavioural change.
“I would describe Carra as rigorously creative, in that she combines systems thinking and critical thinking with the spontaneity needed for new ideas. Not many people can do this. She questions everything and because she's also a terrific person, connects with people on many levels. It's an impressive combination of skills for change-making.'
- Strategic Designer & Agency Founder; Design Council Expert
Fees
Consultancy Call/Document Review (with summary notes by email):
£125 per hour (UK clients)
€150 per hour (European clients)
Consultancy Packages:
Strategy & Discovery Workshop (2-3 days over 1 week) - £2,400 - £4,500 / €3,000 - €5,000
Innovation Planning (5 days over 2 weeks) - £5,000 - £7,500 / €6,000 - €8,500
Discover & Define Programme (over 3/6 months) - From £12,000 / €14,500
Retainer & Ongoing Support (for advisory and long-term engagements)
Monthly Retainer (e.g., 4-6 days per month) - From £4,000 / €5,000
This can include:
Training and capability-building for teams
Bespoke strategy, research and facilitation
Hands-on stakeholder engagement
Ongoing project coaching
Facilitation Day Rate:
Public Sector, Education, Non-Profit & Urban Design Initiatives:
£800 - £1,200 per day (UK clients)
€950 - €1,400 per day (European clients)
Enterprise & Private Sector Rates:
£1,200 - £1,800 per day (UK clients)
€1,400 - €2,100 per day (European clients)
All fees are exclusive of VAT, travel, and accommodation where applicable. Discounts are available for multi-session engagements, long-term projects, and non-profit collaborations.