For men, there is increasing recognition that middle age (45-70) is significantly underrepresented in health promotion policies designed to improve their health and wellbeing. Middle age or midlife is a pivotal period in one’s life course in terms of finding a new or renewed purpose in life, addressing the excesses of youth, reducing work and home stress, and setting up behavioural patterns that influence positive and healthy aging. From a men’s health perspective, a more nuanced social marketing approach is needed to influence men to be more proactive regarding their health behaviours. Moreover, With the rapid development of digital health today, the lack of ehealth or digital health literacy in men is an urgent problem to address to help foster health and wellbeing.

• Mike Reid(RMIT University, Melbourne, Australia)
• Foula Kopanidis(RMIT University, Melbourne, Australia)