MUSE Gold

2025

Future Home

Entrant Company

AARP

Category

Integrated Marketing - Nonprofit

Client's Name

Country / Region

United States

Most older adults want to remain in their homes as they age, but they don’t think about renovations and changes that will help them stay there safely. AARP’s "Future Home" campaign shared information and free resources to help consumers modify their living spaces and age in place.

The campaign promoted the AARP HomeFit® Guide – which could be downloaded or mailed – along with in-person and virtual workshops providing practical, expert-led solutions. Through targeted social media and digital advertising, traditional media, email outreach, and TV/video ads, AARP sought to reach people at key decision-making moments

The campaign drove 1.5 million visits to the campaign landing page, resulting in 14,000 downloads of the HomeFit Guide. More than 32,000 people attended virtual and in-person workshops, learning firsthand how small, manageable changes could help them stay in their homes longer. By providing trusted, practical solutions before people felt pressured to make changes, AARP positioned itself as a go-to resource, helping individuals and families take control of their future.

Credits

Senior Brand Strategist/ AARP
Janet Chichester
Senior Advertising Director/ AARP
David Rosenberg
Executive Creative Director/ BBDO
Greg Ketchum
Senior Creative Director/ BBDO
Corey Rakowsky
Senior Creative Director/ BBDO
Kleber Menezes
Executive Producer/ BBDO
Grant Gill
Account Director/ BBDO
Zoe Sullivan
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