Rebrand: “Getting Older”1. Alter public perception of getting older –

changing descriptions, terminology, existing brands.

4. “Jamie Oliver” type makeover looking at self sufficiency –Local and National Public Health Programmes bringing together young and old people to skill share, exchange knowledge, ideas etc.

7. Use of multimedia to move beyond the Saga brand. Develop a high fashion, intelligent magazine aimed at UK women aged 60+

Rebecca Cooper

beccycooper@hotmail.co.uk

Clear, focused message• The UK has a rapidly ageing population that presents an

unprecedented burden to health resources• Since the swinging 60’s and the inception of youth culture, the

ageing process has not been regarded as a cool option• With the inevitability of good health for so many of us well past

our retirement dates, it is now pragmatically (as well as arguably morally) essential to change the perception of old age

• This project proposes to do this by changing the language and ideas that people use to talk about old age.

• Joining the power and tools of multi-media with the skills and know-how of public health leaders, this is arguably one of the most important sociological shifts since Clement Attlee donned his thinking cap

Pleasing to the Eye

• Moving away from images that associate old age with dependency and general inability to cope, to images that depict empowerment and a good quality of life are pleasingly positive and give us all something to look forward to as we head towards old age!

Helps a Decision to be made

• The grey vote is gaining momentum as the Baby Boomers turn 60. Politicians are naturally inclined to woo large groups of people that have the ability to make or break them – therefore they will be more inclined to invest resources into this demographic

• More importantly, empowerment gives people choices as to what decisions they make in terms of health and general life quality. Positive people may live longer, but they also live healthier which will decrease the burden on the health service.

• Investment can be directed to end of life care that specifically focuses on how people can have a “good death” rather than how to survive a poor life

Public Health Competencies

• Promote the health of populations by influencing lifestyle and socio-economic, physical and cultural environment through methods of health promotion, including health education, directed towards populations, communities and individuals

• Mixing conventional public health knowledge and skills with 21st century multi-media tools