A VAST NUMBER OF PEOPLE IN THEIR 70S ARE THE HAPPIEST THEY HAVE EVER BEEN.
WHY ALL THE EMPHASIS ON YOUTH?
BEING UNHAPPY IN MIDDLE AGE IS NOTHING TO BE ASHAMED OF. STOP THINKING IT IS.
TIME TO TALK.
GREATER SOLUTIONS TO CONFLICT. BETTER CONTROL OF EMOTION.
GETTING OLDER IS A RELIEF.
NOT PAID OFF ALL YOUR DEBT? NOT REACHED THE TOP OF YOUR PROFESSION?
WHO CARES? IT’S YOUR MENTAL HEALTH THAT MATTERS. TIME TO TALK.
PEOPLE AGED 55-65 ARE MORE LIKELY TO START COMPANIES THAN THOSE AGED 20-34.
STOP MAKING OUT WE ARE LESS PRODUCTIVE AS WE GET OLDER.
BRAND LAUNCH EVENT CONCEPT SKETCH
DO YOU NEED TO BURST OUT? PEOPLE AGED 45-54 ARE MORE AT RISK OF SUICIDE THAN ANY OTHER AGE GROUP.
SO WHY THE HELL ARE WE NOT TALKING ABOUT IT? MIDDLE AGE IS TOUGH ON MENTAL HEALTH.
REASONS FOR THIS CAN INCLUDE FINANCIAL WORRIES, CARE DEMANDS, HEALTH CONCERNS, REGRET, LACK OF TIME AND RELATIONSHIP ISSUES. HAPPINESS OFTEN IMPROVES AFTER MIDDLE AGE, BUT IT’S TIME TO SPEAK OUT IF YOU ARE STRUGGLING.
SIGN UP FOR THERAPY, TALK TO YOUR FAMILY/FRIENDS, VISIT YOUR GP.
TIME TO TALK.
CONCERTINA BROCHURE - FRONT SIDE
REGRET?
DO YOU NEED TO BURST OUT?
MIDDLE AGE IS TOUGH ON BOTH MEN AND WOMEN FOR A VARIETY OF REASONS.
45-54 YEAR OLDS ARE MOST AT RISK OF SUICIDE.
FINANCIAL WORRIES?
TIME TO TALK.
NO TIME?
BEING UNHAPPY IN MIDLIFE IS NOT UNJUSTIFIED OR UNGRATEFUL. THE AVERAGE AGE TO BE MOST UNHAPPY IS 47.
PHYSICAL STRUGGLE?
IT IS TIME TO SPEAK OUT IF YOU ARE STRUGGLING.
CARE DEMANDS?
“HAPPINESS DECLINES AS WE AGE” “MY BEST YEARS ARE BEHIND ME” “UNHAPPINESS IN MIDLIFE IS ONLY FOR LOW ACHIEVERS”
THE FALSE NARRATIVES WE MUST FORGET.
CONCERTINA BROCHURE - BACK FRONT COVER
TIME TO TALK.
RESEARCH SHOWS THAT HAPPINESS BEGINS TO RISE ONCE WE PASS MIDDLE AGE.
NOT PAID OFF ALL OF YOUR DEBT?
THIS IS NOT DUE TO CIRCUMSTANCE, IT IS INNATE. THE SAME PATTERN OFTEN OCCURS IN APES.
WHO CARES?
MANY PEOPLE IN THEIR 70S ARE THE HAPPIEST THAT THEY HAVE EVER BEEN, SO WHY ALL THE EMPHASIS ON YOUTH?
NOT REACHED YOUR “CAREER PEAK”?
AS WE GET OLDER THE FOCUS TURNS FROM COMPETITION, TO SOCIAL CONNECTION.
MAKE NO MISTAKE ABOUT IT, MIDDLE AGE IS BLOODY TOUGH. GO TO THERAPY. TALK TO FRIENDS. TALK TO FAMILY. GO TO YOUR GP.
THERE IS ALWAYS A WAY FORWARD, AND THE RESEARCH INDICATES THE BEST IS YET TO COME.
24.6CM
12CM
CONCERTINA BROCHURE - THE THEORY
7.8CM 3CM 17.7CM
6CM
THE CONCERTINA BROCHURE HAS BEEN DESIGNED SO THAT EACH INDIVIDUAL PAGE MIRRORS THE WIDTH OF THE INDIVIDUAL SIDES OF THE U-BEND GRAPHIC LOGO DEVICE.
(SCALED FOR APPROPRIATE PRINT MEASUREMENTS)
REGRET?
DO YOU NEED TO BURST OUT?
MIDDLE AGE IS TOUGH ON BOTH MEN AND WOMEN FOR A VARIETY OF REASONS.
45-54 YEAR OLDS ARE MOST AT RISK OF SUICIDE.
FINANCIAL WORRIES?
TIME TO TALK.
NO TIME?
BEING UNHAPPY IN MIDLIFE IS NOT UNJUSTIFIED OR UNGRATEFUL. THE AVERAGE AGE TO BE MOST UNHAPPY IS 47.
PHYSICAL STRUGGLE?
IT IS TIME TO SPEAK OUT IF YOU ARE STRUGGLING.
CARE DEMANDS?
FRONT COVER - 12CM
PAGE 2 - 7.8CM
PAGE 3 - 17.7CM
“HAPPINESS DECLINES AS WE AGE” “MY BEST YEARS ARE BEHIND ME” “UNHAPPINESS IN MIDLIFE IS ONLY FOR LOW ACHIEVERS”
NOT PAID OFF ALL OF YOUR DEBT?
THIS IS NOT DUE TO CIRCUMSTANCE, IT IS INNATE. THE SAME PATTERN OFTEN OCCURS IN APES.
WHO CARES?
MANY PEOPLE IN THEIR 70S ARE THE HAPPIEST THAT THEY HAVE EVER BEEN, SO WHY ALL THE EMPHASIS ON YOUTH?
THE FALSE NARRATIVES WE MUST FORGET.
PAGE 4 - 6CM
RESEARCH SHOWS THAT HAPPINESS BEGINS TO RISE ONCE WE PASS MIDDLE AGE.
PAGE 5 - 3CM
NOT REACHED YOUR “CAREER PEAK”?
AS WE GET OLDER THE FOCUS TURNS FROM COMPETITION, TO SOCIAL CONNECTION.
PAGE 6 - 24.6CM
MAKE NO MISTAKE ABOUT IT, MIDDLE AGE IS BLOODY TOUGH. GO TO THERAPY. TALK TO FRIENDS. TALK TO FAMILY. GO TO YOUR GP.
THERE IS ALWAYS A WAY FORWARD, AND THE RESEARCH INDICATES THE BEST IS YET TO COME.
THE FOUR PILLARS OF THE CAMPAIGN
ACKNOWLEDGING THE ISSUES SPECIFIC TO 40-55 YEAR OLDS.
OFFER POSITIVITY AND CHANGE, SUPPORTED BY THE HAPPINESS U-BEND.
DISRUPT THE HARMFUL NARRATIVES SURROUNDING MIDLIFE AND AGEING.
PROMOTING A BENEFICIAL MENTAL HEALTH DIALOGUE AMONG 40-55 YEAR OLDS, ENCOURAGING THEM TO DISCUSS THEIR MENTAL WELLBEING AND BURST OUT.