CHANGING THE DEFINITION OF BABY BOOMER

National Campaign To Redefine the Boomer Generation In the Dictionary

Background

Most people today define the baby boomer generation solely by their age. To combat this mentality, one baby boomer couple set out on a cross-country journey to redefine the way their generation is identified. Baby Boomers, defined by Merriam-Webster's Dictionary as people born during a baby boom are the largest demographic in the country, representing 43 percent of the U.S population. While these folks may very well be entering retirement, they still consider themselves young at heart.

Two boomers -- Louis and Mariann Mawcinett spent their annual driving vacation looking for other youthful boomers to sign a petition asking the dictionary giant Merriam-Webster to define them by more than just their age. Driving the Kia Amanti, a new vehicle designed to appeal to boomers' unique style and youthful attitude, they set out to collect as many signatures as possible. Thousands of signatures were collected.

Soundbites

• Mariann and Louis Mawcinitt, Baby Boomers
• Michael J. Weiss Author and Boomerologist
• Peter M. Butterfield, President and CEO, KIA Motors America

B-Roll Includes

Baby boomers exercising*** Mawcinett's delivering petitions***Exterior Merriam -Webster Headquarters

VIDEO PROVIDED BY: KIA Motors America