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I was on a train one day when I saw an advert aimed at men over fifty. An advert aimed at me! It showed a grey-haired old man who had given up and was just waiting for the end! I looked at this guy and said: "that's not me!"

In fact, wherever I looked the images and messages presented as relevant to me, simply weren't.

I talked to some friends and found out that I wasn't alone. We had more conversations  about what we wanted, what we felt was important to us and came up with the idea of