ThirdAge kicks off $30 million campaign

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Baby boomer site ThirdAge.com, San Francisco, launched a $30 million campaign Feb. 22 featuring national print ads and TV commercials in the top eight wired markets. The first commercial in the campaign from Citron Haligman Bedecarre uses memorable images from boomers' youth: a child running through a field at Woodstock, an astronaut on the moon, Martin Luther King Jr., and icons such as the Hula Hoop and a women's lib sign. The spot then fast-forwards to images of contemporary people in their "ThirdAge."

Copyright February 2000, Crain Communications Inc.

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