H&K helps community service group inspire boomers to volunteer

WASHINGTON: Hill & Knowlton is working with the Corporation for National & Community Service (CNCS) on a national campaign to inspire retiring baby boomers to become more involved with volunteer efforts in their communities.

WASHINGTON: Hill & Knowlton is working with the Corporation for National & Community Service (CNCS) on a national campaign to inspire retiring baby boomers to become more involved with volunteer efforts in their communities.

The new campaign will be unveiled on December 12 at the White House Conference on Aging. The White House event is organized once every 10 years to focus on age policies in the US.

The first of America's 77 million baby boomers - the generation born between 1946 and 1964 - will turn 60 in 2006. The effort hopes to show this age group how the skills that they have developed throughout their lives could be put to good use in their communities once they retire.

The campaign will note, for example, that by recruiting just a small percentage of retiring teachers as tutors in pre-school literacy training programs, the number of eligible children who participate in these programs could increase from the current 20% level to 100%, H&K wrote in an advisory about the December 12 event.

Created by Congress in 1993, the CNCS provides opportunities for Americans to volunteer through three programs: Senior Corps, AmeriCorps, and Learn & Serve America.

Officials with the CNCS and H&K declined to discuss the campaign in greater detail.

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