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Yesterday's Wall Street Journal had coverage of a new foundation (well not really a foundation, yet, but they are working on it) which blurs the line between marketing initiative, grassroots movement and non-profit advocacy. The Boomer Coalition describes itself as "a catalyst for action" against CVD (the acronym for Cardiovascular disease that the group invariably uses in its communications).

One of the group's founding partners—alongside the American Heart Association—is Pfizer. The group's web site focuses on prominent baby boomers lost to heart disease as well as on baby boomer's fascination with themselves as a force of change in the world. The organization is planning a rally and concert (how boomer!) to be held in NYC in the Fall.

March 11, 2004 in New product launches | Permalink