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
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!
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
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 21 st century multi-media tools