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To drive awareness for AARP’s extensive list of programs to improve the lives of those 50-plus, we used a combination highly targeted testimonial ads to underscore AARP’s mission is to provide information, education, research, advocacy, and community services through a nationwide network of local chapters. Our strategy allowed celebrity AARP members like Michelle Obama, Eric Clapton and Wolfgang Puck the opportunity to share specific life experiences. No sales pitch. Just real members talking about their own life stories. The work offered a clear road map to show consumers that life only gets better with age and that opportunities are still within reach.