AARP'S NEW ADVERTISING CREATIVE FOCUSES ON THE NEEDS OF MULTIPLE GENERATIONS AND REINFORCES BRAND REVITALIZATION
First of a Series of Ads Feature Children Who Deliver Compelling Messages about Healthcare and Financial Security
WASHINGTON, D.C., February 9, 2007 / PRNewswire / âAARP announced the launch of a new advertising campaign designed to address issues that will impact future generations and showcase the Association's revitalized brand. The campaign called "Future Champions" features children who deliver compelling messages about the state of healthcare and financial security. The multigenerational focus in this new campaign reinforces the Association's Divided We Fail coalition that was created to bring together unlikely partners who share a common goal of addressing our nation's most challenging problems.
"While AARP has a nearly 50-year heritage representing the best interests of our aging population, the "Future Champions" ad is another example of how we are addressing our members needs while highlighting the impact of our work for all generations," said Emilio Pardo, Chief Brand Officer, AARP.
The new 30-second broadcast spot features 9 children making the following statements about important health and financial issues:
"My dad says if you make a promiseâ¦"
"You should always keep it"
"So what about Social Security?"
"What about pensions?"
"Will we keep those promises?"
"Don't even get me started about healthcare"
"If we don't do something about healthcare soonâ¦"
"We are all going to look pretty silly,"
"I think we can do betterâ¦,"
"A lot better."
The spot concludes with a voiceover that states, "Join AARP in championing your future and the future of every generation. For ways you can help visit AARP****." The spot closes with the new AARP logo and a new "brand thread" with the words â HEALTH / FINANCES / CONNECTING / GIVING / ENJOYINGâwhich reflect the five core needs that AARP members and future members have in common. This brand thread will appear in future communications from AARP.
"The "Future Champions" ad debuts nationwide for a 10-week flight on cable and network news outlets including A&E, AMC, BET, Bravo, Food TV, Fox News, Hallmark, HGTV, Lifetime, MSNBC, Sci-Fi, TBS, TLC, TNT, TV Land, The Weather Channel, Today Show, 60 Minutes, Nightline, ABC World News Tonight, and Good Morning America."
The campaign is the second in a series of ads that AARP is rolling out during the year that touch upon the core needs of AARP members. The campaign will also include both print and online iterations. The national print ads will debut in Newsweek in the February 19, 2007 issue with subsequent print ads running in The New York Times, USA Today, Washington Post, Newsweek, The New Yorker, Time, and other major print outlets. The online campaign will rollout during the week of February 8, 2007 and will focus on outlets such as the websites of ABC, WebMD, Yahoo, American Greetings, Everyday Health and NPR.
AARP is a nonprofit, nonpartisan membership organization that helps people 50+ have independence, choice and control in ways that are beneficial and affordable to them and society as a whole. AARP produces AARP The Magazine, published bimonthly; AARP Bulletin, its monthly newspaper; AARP Segunda Juventud, its bimonthly magazine in Spanish and English; NRTA Live & Learn, its quarterly newsletter for 50+ educators; and the website, www.aarp****. AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. We have staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.