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50connect partners with flora

50connect partners with flora

50connect, the UK’s largest independent editorial-led portal for over 45s, has teamed up with Flora pro.activ to promote a heart health campaign aimed at women approaching the menopause.

Flora pro.activ’s ‘Check for Change’ campaign highlights the fact that as hormone levels drop during menopause, cholesterol naturally rises - increasing the risk of heart disease and stroke. Showbusiness veteran Gloria Hunniford is working with Flora pro.activ to help raise awareness of this issue.

Online partner 50connect will run a health feature looking in-depth at the issue, which will include an interactive Q&A session with a panel of experts and a cholesterol challenge. 50connect readers will be encouraged to take part and discuss their experiences with other users on the site.

 “The interactive elements of this campaign allow users of the site to ask questions and engage with each other about this little known but serious health issue,” said Rachael Hannan, Editor of 50connect. “Becoming an online partner of the Flora pro.activ initiative means we can bring our readers valuable content about a relevant issue that either has or will affect our female readers in the near future.”

Lloydspharmacy, working in conjunction with Flora pro.activ, will be offering free cholesterol testing. The nationwide chain will then give a discount voucher to those taking part to encourage them to get re-tested following the three week challenge.

The campaign’s ambassador Gloria Hunniford commented: “The tie up with 50connect means we will reach a huge number of women online. I am genuinely delighted to be involved in the Flora pro.activ Check for Change campaign and have taken up the challenge successfully myself.”

The Flora brand is already well-known for promoting nationwide wellbeing; sponsoring the annual London marathon.

About 50connect

50connect ( is the UK’s premier lifestyle portal for today’s over 45s. We are the largest independent and most established web site in the mature market, attracting a sophisticated, affluent audience. 50connect was founded in 2000, and became a standalone business in 2005 when the company was bought by current shareholders.

Editor Rachael Hannan has worked with 50connect since its inception and recently oversaw the launch of the new-look site in January 2008. Seasoned journalists Michael Wale and Andrea Kon contribute to the site; Michael as environment correspondent and Andrea as resident agony aunt and relationships expert. 50connect was awarded eSuperbrand status in 2006, which recognises it as one of the leading online brands in the country alongside the BBC, Lastminute and eBay.

For further information please contact:
Claire Armitt
flannel communications
020 7754 5507 / 07985 297842


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