Please login to the form below

Happy Hearts

Is Valentine's Day good for your heart?

If, like me, you occasionally adopt the ‘bah, humbug’ approach to certain traditional but otherwise commercially driven calendar celebrations, then you’d be wise to assume I’d scoff in utter contempt of all things ‘Valentinesy’. Isn't it just another opportunity for the card companies, florists and local restaurants to up their prices and claim the remainder of our credit card limits? Not to mention the associated stress; If you’re single like I was for a million years, experiences of Valentine’s Day-mania can range from sending yourself a card or a bunch of roses (“honestly I’ve no idea who they’re from”) to feigning indifference and, eventually, opining with fake indignance that Valentine’s Day only appeals to shallow, mindless fools.

Yet, throughout those scenarios and emotional rodeo years, deep down, all I ever wanted was a genuine Valentine’s card (i.e. not from my Mum) to prove to myself and the rest of the world that I wasn’t alone.

When I finally did meet a nice chap  ̶  i.e. nice enough to introduce to one’s mother, nice enough to be seen in public with, nice enough to talk to friends about without lying, and nice enough to be one’s self with, I said to him pretty much on our first date “if we’re still together on Valentine’s Day, would you send me a card?”. By the second date, I ventured more deal-breaker questions including “How important is football?” and by the fifth date, confidence bubbling in a cauldron of possibilities, the finale of sliding door questions: “What do you think of marriage?”.

It’s not about being demanding or high maintenance, it’s more about being honest about what you need and feeling confident enough to go for it, no matter how pointless or trivial it may seem to others. And, ultimately, does that person care enough to give you that?

I’m sure there are people out there who dig their heels in purely out of principle and refuse to celebrate Valentine’s Day even though they know that their partner might like to. There are people who think that their principles about everything are more important than basic kindness. And whilst I acknowledge the value of principles, it’s sometimes healthier for your heart to just 'let it go' and be considerate instead. After all, a Valentine’s card is just an opportunity to say “I love you”. What’s wrong with that?

By the way, his answers to my questions were “I love football” and (to my additional horror) “I never want to get married”. Luckily for me he changed his mind, about marriage at least. And, like the commercially-brainwashed but romantic saps that we are, we swap Valentine’s cards each year… and go to football matches too, though thankfully not often.

So, in ode to real love, I share with you a reading from our wedding taken from Captain Corelli’s Mandolin (Louis de Berniéres):

“Love is a temporary madness, it erupts like volcanoes and then subsides. And when it subsides, you have to make a decision. You have to work out whether your roots have so entwined together that it is inconceivable that you should ever part. Because this is what love is. Love is not breathlessness, it is not excitement, it is not the promulgation of promises of eternal passion, that is just being "in love", which any fool can do. Love itself is what is left over when being in love has burned away, and this is both an art and a fortunate accident.”

Happy Valentine's Day

Author: Michelle Burt

13th February 2019



Company Details

Page & Page and Partners

+44 (0)20 8617 8250

Contact Website

The Ministry
79-81 Borough Road
United Kingdom

Latest content on this profile

How a design mindset can lead to better medical outcomes
By adopting a design philosophy, healthcare companies can develop communications that allow healthcare professionals (HCPs) to better meet the needs of their patients. Imaginatively designed content combined with patient insights can deliver campaigns that inspire behaviour change.
Page & Page and Partners
How to design better medical outcomes: Combining patient insights and empathetic design
By adopting a design-led, solutions-based approach to communications, companies can help healthcare professionals (HCPs) to better meet the needs of their patients through their communications. While now may not feel like the right time to overhaul communication strategies, in the race for relevance healthcare companies must adapt or risk being left behind.
Page & Page and Partners
Is communication killing the COVID-19 vaccine’s chance at success?
Against the challenging backdrop of of misinformation, communications specialists are working to educate the public, change the minds of millions and fight to return to some sense of normality in a safe way as global COVID-19 vaccination programmes continue.
Page & Page and Partners
Healthcare agency Page & Page and Partners welcomes wave of new talent
Page & Page and Partners has welcomed six new joiners across its Creative and Client Services teams.
Page & Page and Partners
Good design saves lives
Good design and creative thinking are essential if we are to improve on existing problems in new ways, which is why design and creativity within healthcare is vital. Health is core to every human beings’ existence, so communications in healthcare must be as effective as possible.
Page & Page and Partners
Creative med affairs and bridging the healthcare gap
Within the healthcare industry, any patient-facing activity has traditionally been the domain of marketing teams – be that brand marketing or marketing individual products. Recently, however, a trend has emerged for medical affairs professionals and teams to become much more involved in activities relating to patient engagement and communicating with healthcare practitioners.
Page & Page and Partners