When surveyed about the main reasons why they had not talked to their loved ones, 41% of Californians said they had too many other things to worry about right now, and 39% said that they or their loved one didn't want to think about death or dying.

In the face of these barriers, how can we catalyze the conversation around end-of-life care to ensure people are making their wishes known?

Anyone in the US is welcome to enter this design challenge, which will award $10,000 in prizes for inspirational solutions. Submissions are due May 10, 2013. For more details, see http://hxdconf.com/eolc