The Message – About Healthy Aging®
Healthy Aging® is a national multi-media lifestyle platform designed to broaden awareness of the positive aspects of aging and provide inspiration for active men and women over age 45 to improve their physical, mental, social, and financial health. The underlying theme is that it is never too late to achieve a better quality of life.
The focus is on passion for life rather than the perils and diseases of adulthood. Healthy Aging® is all about what you can do next, how to redefine yourself at any stage, and is not about the classic image of “retirement.”
This message is particularly relevant to an unprecedented demographic that includes the growing number of 45 to 50-year-olds and the 78 million baby boomers, the wealthiest, best-educated, and most health-conscious generation in history.
ABOUT HEALTHY AGING®: BRAND HISTORY
Healthy Aging® began as a health promotion over 30 years ago when the baby boomers were about to turn 50. We saw a need for a new way to address this exploding generation’s wants and needs, many of whom have the health, means, and desire to pursue an active lifestyle.
The Healthy Aging® brand grew out of a public television special exploring the importance of diet and fitness as ways to prevent heart disease. The special earned the coveted American Heart Association’s Howard Blakeslee Award for a best national public television special.
Encouraged by the popularity of the special, CWI Productions, Inc., the producers, created a public/private partnership to produce the next special. Our Nation’s Health…Healthy Aging® was supported by the U.S. Department on Aging, Bristol-Myers Squibb, and CNA Insurance.
Recognizing the importance of developing information for the burgeoning population of active and healthy aging adults, Carolyn Worthington, a media professional and president of CWI Productions, Inc., secured U.S. federal trade and service marks for Healthy Aging® beginning in 1992 and launched several initiatives for the brand, including the development and distribution of educational materials, brochures, books, and videos/DVDs.
CWI, in collaboration with Educational Television Network, Inc., a 501C3 not-for-profit, also launched and oversaw the Healthy Aging® Campaign, a public service initiative that provides a unique opportunity for organizations and individuals to help dispel the myths of aging and spread the word about the many positive aspects of growing older.
PROMOTIONAL PARTNERSHIPS
September is Healthy Aging® Month was created in 1992 to draw attention to healthy, active lifestyles at any age. The national observance month is part of the Healthy Aging® promotional efforts and is celebrated nationally and locally through annual events and educational efforts.
As an early example of a Healthy Aging® promotion, the United States Postal Service sponsored the Healthy Aging® Campaign from 1996 to 1998 through a national letter-writing contest entitled “What’s Your Secret for Healthy Aging” that promoted the value of letter writing and intergenerational communications and featured a public television special, writing seminars, educational kits, discussion guides and publication of a coffee table-style book of winning entries. Willard Scott was a spokesperson.
Healthy Aging® engages in a variety of other partnerships and promotions that are designed to promote healthy lifestyles. Some of the corporations and organizations that have contributed to Healthy Aging® initiatives through promotions or advertising in Healthy Aging® Magazine include Bristol-Myers Squibb, Mazola Corn Oil, CNA Insurance, Marriott, United States Postal Service, American Heart Association, SONY Legacy, Wente, Barilla Center for Food & Nutrition, Potato Board, Northwest Cherries, California Avocado Commission, Arthritis Foundation, Puerto Vallarta, New Mexico Tourism, Spain Tourism, LL Bean, Maine Tourism, Tennessee Tourism, TownePlace Suites, San Antonio Tourism, Sonesta Hotel, Crown Cruise Vacations, Maryland Tourism, U.S. Administration on Aging, the National Council on Aging, State and Area Agencies on Aging, Catholic Charities, as well as universities, hospitals, senior centers, libraries, and more.
HEALTHY AGING® WEBSITE AND MAGAZINE
The Healthy Aging® website featuring news, feature articles, and suggestions on improving one’s well-being and lifestyle was launched in 2000, redesigned in 2014, and has steadily grown to generate over 600,000 impressions per month.
Visitors can find important news, tips, and information about positive lifestyle issues by signing up for the Healthy Aging® Newsletter, a bi-monthly, free, digital e-letter, or subscribe to the quarterly Healthy Aging® Magazine.
Healthy Aging® Magazine was added to the brand elements in 2011 as a high-quality, full-color, quarterly, digital magazine targeting active, middle—to upper-income men and women over 45. Each issue features tips, techniques, and resources for living a more healthy life no matter what age.
Key highlights include a cover profile of a well-known personality who has reinvented himself or herself (Tom Brokaw, Arianna Huffington, Regis Philbin, Paul Anka, Cheryl Crow, Dolly Parton, Steven Tyler, Duchess Sarah Ferguson, Colin Powell, etc.) and extensive travel, food, and how to live life better articles. Each issue includes a spread of “passion” for a sport or activity, from surfing, skiing, cars, and hiking to new careers.
The combination of website and magazine offers various custom partnerships and value-added promotions through advertising, brand licensing, custom publishing, special events, awards, contests, videos, and sponsorship of September is Healthy Aging® Month.
For more information on the Healthy Aging brand or how to become a sponsor or partner, email us at info@healthyaging.net
