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AARP launches Boomers@50+ initiative for Michelle Obama and other boomers

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AARP is launching a campaign for baby boomers’ coming of age, according to a Dec. 27 Direct Marketing News report. Newly minted or soon-to-be 50-year-olds, including Michelle Obama, Steve Colbert and Lenny Kravitz and enjoy the 2014 year-long initiative, Boomers@50+.

The goal of the Boomers@50+ intiative is to celebrate membership, and encourage member engagement. For those born between 1946 and 1964, the AARP plans to help them celebrate passing the 50-year milestone.

“The generation that didn't want to trust anyone over 30 is turning 50,” says Patricia Lippe Davis, vice president of marketing for AARP media sales. . “Our marketing goal is to celebrate our membership. We want to recognize the vitality of this group.”

In addition to its campaign, the AARP recently engaged in an Older Driver Safety Awareness Week and AARP Driver Safety initiative, Yahoo News reports. The initiative was the country’s first and largest older driver safety initiative to help motorists refresh their safe driving skills.

“It’s no longer just a catchphrase. The rules of the road are changing. And the change extends far beyond new safety rules,” says Julie E. Lee, vice president and national director of AARP Driver Safety. “From new technologies inside vehicles to new vehicle designs, to major infrastructure changes, like wider highways and new traffic patterns, it’s critical that we remain smart when we’re behind the wheel.”

As far as its new campaign initiative, Boomers@50+ has its own dedicated spot on the AARP website (, and is dedicated to featuring relevant and valuable baby boomer information throughout the course of the year.

In addition to its digital efforts, AARP plans to run a six-part series in its publication, “AARP The Magazine,” about the impact Boomers have had on aging, fitness, retirement, and technology. Further AARP will feature an iconic boomer from each of the generation’s years. The 19 Boomers will also be featured on a PBS documentary, with an accompanying AARP companion book.



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