“Disrupt Aging”
AARP
In countries aging best, half of 10-year-olds today may live to be 104 – but our beliefs on aging are outdated. This campaign for AARP was designed to support its #DisruptAging efforts by asking us to find creative ways to transition Millennials away from age-bias and to inspire them to reimagine aging as empowered longevity.
The work
As Creative Director, I worked with AARP to design an integrated campaign to move younger audiences to confront age biases by reframing life as a multi-stage journey.
In a thought-provoking, multi-year engagement, we invited Millennial audiences to confront age bias by considering life as a multi-stage journey.
Each campaign phase was designed to move audiences through an engagement cycle. 40+ pieces of creative content brought our strategy to life, ranging from web design, short-form social videos, still photography, “As Told To” essays, animation, infographics, animated GIFs, and feature stories. Each element was designed to mobilize audiences to adopt the 100-Year Life model into their own lives.
We wanted to engage audiences with #DisruptAging online and offline, so we extended our work to include live event integration. We hosted a 100-Year Life panel at our annual NationSwell Summit, creating a platform for the 100-Year Life and AARP to engage the NationSwell Council community of the nation’s most influential minds in business, media, tech, social impact, government, and the arts.
The results
40+ pieces of content
40+ pieces of content were created to help #DistruptAging across social.
5x industry average
Our engagement rate was nearly 5x the industry average.
385% KPIs achieved
Millions engaged, shared, and commented with age-bias story content online.
The team
Creative Director: Jessica Lacombe
Account Strategy: Minna Son, Christina Montero
Copywriting and scriptwriting: Jessica Lacombe
Photographer: Daniel Rosenthal
Live-action Producers: Scott Nelson, Caroline Healey, Robotic Raptor
Animation: FCC/Andrew Zimbelman
Article Writers: Stephanie Booth, Yelena Moroz Alpert
Audience Growth/Strategy: Caitlin Duffy