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Lively is Life Alert's more stylish competitor.

It's a shame that more people don't know about it.

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Women over 50 in the New York area are invited to a trunk show during NYFW, where they will be surprised with a Lively runway show and custom watch designs.

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body copy: "It's time we got rid of the phrase, 'in my day.' It suggests that time favors one age group over the other. Today is still your day. So, live your 24 hours beautifully with our watch that counts your steps, sends medication reminders and lets you signal for help in the rare case of an emergency."