Sale-based marketing agency Sunny Thinking is behind a new Guide to Good Sexual Health for the Over 50s.

The publication will be launched at Manchester Town Hall today (1 October) as part of The Big Event for Valuing Older People and coincides with the nationwide UK Day of Older People.

The free photographic guide aims to explore sexuality, health, self image and relationships for the over 50s.

Sunny Thinking was commissioned to do the project by Manchester Primary Care Trust after developing a strong relationship working on several high profile campaigns together; including the Manchester Condom Scheme and launching the Think Safe Drink Safe Card campaign.

The Over 50s Sexual Health Guide used focus groups to find out the exact needs of the target audience.

Jonathan Reed, managing director of Sunny Thinking explains:  "The subject matter of the campaign is obviously sensitive. The material needed to speak direct to the target audience without being patronising. That’s why the NHS opted to use focus groups. All the quotes are from participants in the groups who spoke frank and honestly about their wants and needs - which is exactly what the campaign needed. We’re delighted with the end product and proud to support the NHS’s involvement in the wider Valuing Older People activity and celebrations of the UK Day of Older People.’ 

Quotes from the publication include: “Age mellows some people; others it makes rotten. I intend to stay ripe.” Bill 58.

“I didn’t think I’d ever have to worry about HIV but now I’m back on the dating scene, I realise it could happen to anyone.” Audrey 55.

“Whose business is it if I choose to read or play on the computer until 4am and then sleep until noon?” Frankie 72.

The 48-page book, illustrated with photos of real-life Manchester residents, also explores self image, sexually transmitted infections, HIV, and body changes. The book includes chapters on 'Let's talk about sex', 'Practice and being prepared', and 'Dating advice'.
Five-thousand copies of the book were commissioned.

Although only launching today, the guide is already making headlines, including coverage in The Telegraph, on Teletext and in the Daily Mail.