The Live:Lab project aims is to create a positive new approach to help the public and NHS to overcome the condition, known as 'Fear of Finding Out', which stops people coming forward for early diagnosis and treatment.
Former Health Minister Alan Milburn is chairing the group of Live:Lab collaborators who comprise data specialists, health experts, gamers, filmmakers.
Joining the ODI on the project will be Daniel Hulme, chief executive of Satalia, a company which uses data science, optimisation and artificial intelligence to solve the most difficult problems in industry. Other participants include Wallace and Gromit creators Aardman, medical virtual reality experts FundamentalVR, Professor Sir Muir Gray, the first ever chief knowledge officer of the NHS, and TV doctor Dr Zoe Williams.
The experts will draw on their experience on the benefits of data and tech, the power of storytelling and characters, and real-life medical experience.
A new short film has been released, documenting the Live:Lab collaborators meeting to discuss ways new technologies and data collection can revolutionise the approach to tackling barriers to health.
Studies show that addressing concerns in middle age can double individuals' chances of being healthy when they reach are 70 years old. Live:Lab's aim is to help people feel positive and empowered to take control of their own health and wellbeing, which in turn, it is hoped, will help them to overcome the barriers that prevent them from seeking health advice and delay diagnosis.
Simon Bullmore of the ODI and Live:Lab collaborator said: "In order to reduce preventable health conditions in the UK we need to look at innovative ways to support the nation to take control of their own health. By collaborating with different industries we can identify new and useful solutions to empower the nation to overcome the 'Fear of Finding Out'. Data has an essential role to play in helping that collaboration happen and in helping shed light on complex issues like 'Fear of Finding Out'."