It isn’t that the adverts are wrong, not at all. But most people do not have the context in which to set them. And in themselves the appeals, however worthy, have an ability to generate negative and unnecessarily worrying perceptions of old age.
The campaign. was started because we, recognised that our society has a problem.
A negative view of old age, whether held by others, or by ourselves, is harmful. It affects our health, mental and physical, our social wellbeing, and the extent to which we enjoy life. It affects our employment opportunities. And certainly underlies many of the problems facing the NHS and Social Services.
The Old Age Brand is saddled with a historically bad press. It has acquired an image of faults, dysfunction and unreliability. Seen as to be avoided.
Old Age needs a Re Brand. And Our Campaign can do it.
I had not realised though that its image has changed and today Graffiti is a recognised section of the Arts. New to me that there were competitions, exhibitions, different genres and world renowned valued artists whose work people would pay £5 to see! Turning up in here in Glasgow in their thousands over two days!
A negative view of old age, whether held by others, or by ourselves, is harmful. It affects health, mental and physical, social wellbeing, and the extent to which we enjoy life.
One of the many delightful surprises in this Strange Land of Old Age, has been this calm acceptance, this adjustment to later life. The change in the focus of pleasures that one cannot imagine at all when you are younger.
I have had Thirteen Extra Springs to wonder at. Absolute free and delightful gift.
How lucky we are, this new generation of Older People. We have been given bonus Springs!
