America has yet to witness the tremendous societal transformation retiring Boomers will have, as the oldest is a mere 64 and the youngest, 46. But we are beginning to see signs of the tsunami-sized impact this army of 77 million will have on the workplace, the economy, healthcare and even the arts and entertainment.

AARP has just formed a timely, unbelievably beneficial partnership with NBC's "Today Show." Beginning tomorrow, March 9, the No. 1 morning news program that reaches 5.9 million viewers a day, is bringing back former Emmy Award-winning host Jane Pauley to produce and report a monthly segment called, "Your Life Calling."

Aimed at people age 50+, it will focus not on withdrawing into and making do in retirement, but how mature adults across the country are reinventing the way they work and thriving in the way they live.

AARP is also creating reality show/social networking-style buzz by inviting people to share their own reinvention stories in 250 words or less via e-mail to yourlifecalling@aarp.org.

As an organization that assists and lobbies for older Americans, AARP is a natural partner for such a television program.

More to the point: It can't hurt visibility for AARP Financial, either.

Two years ago, when MassMutual sponsored a PBS documentary on preparing for retirement, "Retirement Revolution," along with a companion website equipped with online financial tools, we applauded the production for being a provoking and innovative way for an asset management firm to reach investors.

We encourage other investment firms to get in on the ground floor of other topical entertainment, educational and even lifestyle sponsorship opportunities. As we have long advocated, investors want assistance far beyond the hard realities and fear of not having enough money for retirement. Those investment firms that not only have superior products and services but that can speak to a person's entire well-being in retirement will resonate the most.

For now, AARP and MassMutual have beaten the industry right out of the gate. Take a page from their positive playbooks.

If you would like to provide feedback or an op-ed of your own, please e-mail the editor at: elizabeth.barney@sourcemedia.com.

(c) 2010 Money Management Executive and SourceMedia, Inc. All rights reserved.

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