nation. It is estimated that there are 1.14 million seniors living in New Jersey.

ALFs have become places to wait until the end. Instead of places where elderly people can find solace and entertainment, they have become AWTGPs.

There are simply dull routines. Here in these AWTGPs, day after day the same routine is followed. One is awakened, dressed, perhaps showered, then handed a walker or cane or placed in a wheelchair, and sent to breakfast. After breakfast, one can watch TV, play bingo or simply sit and wait for lunch.

Afternoons are always the same: more bingo, card games, fill-in-the-blank games, making new words out of big word games, or Trivial Pursuit. Then dinner, followed by being in bed at about 8 p.m. So it goes, day after day, withBrian Melarkey

Brian Melarkey began his working life in the arts and made the shift to communications in 2005. In 2012, he became the first creative director in FleishmanHillard’s EMEA network. Specialising in consumer and FMCG marketing communications, Melarkey has overseen creative activations for numerous Irish and international clients. Current clients include Cadbury, Philips, Gillette, Boots, Ulster Bank, Steak n Shake, Musgraves and Centra. Brian’s role is a cross company function that sees him work across a wide selection of the agency’s client roster.

Melarkey helps lead ContentWorks, a division that delivers high quality content for client campaigns across multiple communications platforms. The ContentWorks studio produces bespoke design content for social media, television adverts, copy writing and development, event collateral, and commercial video.

In 2013, he was creative director on the