Modern society is suffering a touch famine. Our socially-evolved brains are hungry for warm, caring touch which affirms our existence and value. More and more medical research shows the remarkable benefits of touch. We now know that regular touch lowers heart rate and blood pressure, decreases the stress hormone cortisol and raises immune function.
But as more of us crowd into cities we become ever more defensive of our ‘personal space’ and touch is increasingly seen as unwanted, uninvited and potentially abusive.
Commercial advertisers have long known that humour can powerfully convey a serious message. Enter the retro persona of Professor Dr Sir Warmington Super-Mare: a Government scientist who is rooted in research and concerned to promote social, not sexual, touching.
My hope is that I might have created a character who lives on in the memory after the video ends, and whose idiosyncrasies endear his message across the decades.