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By directly addressing the stigmas and misconceptions surrounding stairlifts, Stannah hopes to use its position as the largest player in the market to talk to all those people who are in denial of their need for a stair lift. The campaign idea forces the subject of stair lifts to be talked about and how it provides a real alternative to moving home. Press advertising features hard-hitting lines such as "Politics, religion, stairlifts. Topics of conversation to steer clear of" and "Ever heard the phrase Home Sweet Nursing Home?". Press ads, of which there are 13, will no longer just tucked away at the back of the weekend supplements but will appear as full page ads in the nationals and in magazines.