Imagine how you would like to live life when you grow old. Having meaningful relationships, discovering new things, overcoming difficulties, meeting other people, and making your own decisions. We want to hold onto these things as much as possible, even in old age. At some point, however, most of us will need extra care and support to keep in good health. But with aid come limitations. Or not? Together with Kennisland, we launched a national challenge, calling on people from inside and outside the healthcare industry, to submit innovative ideas and future scenarios for spending their later years. The most promising entries were selected to take part in an innovation programme, in which participants could nurture their concepts and bring them to life with a development budget and professional guidance.