MUSE Silver

2023

Go Local

Entrant Company

AARP

Category

Integrated Marketing - Nonprofit

Client's Name

Country / Region

United States

People think of AARP as a large Washington D.C. organization; not realizing that the non-profit membership association has volunteers and staff in every state and 132 communities throughout the nation, working together on ways to help people age 50 and older (and their families). As the country began emerging from the isolation of the pandemic, the AARP Engaging Locally team wanted to remind people that we are in community, “connecting people to what matters most … in the places they call home.” Showcasing free and fulfilling events, opportunities to volunteer and ways to help people’s “money, health and happiness” live longer, the “Go Local” campaign suite allows AARP teams nationwide to localize and customize their storytelling materials. Assets were used for a campaign that ran April-December in 18 highly resourced target communities, and for smaller campaigns in dozens of other local markets. The goals were to increase consideration of AARP by establishing our local relevance, and to drive engagement by encouraging people to attend in-person and virtual events and other touchpoints in community.

Credits

Senior Advisor, Community and Communications Strategy
Karin Miller
Senior Brand Strategist
Janet Chichester
Vice President, Community Engagement
Morie Pierce Smile
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