AARP Foundation Tax-Aide is the nation’s largest free tax assistance and preparation service. Since 1968, it has helped over 80 million taxpayers claim the credits and deductions they deserve. This video showcases the support that Tax-Aide provides to low-income and older adults through the story of a client and the volunteer who helped her reclaim thousands of dollars.
The goal was to raise awareness of Tax-Aide’s free tax preparation and filing services. We aimed to encourage viewers to seek expert help when needed and to inspire new volunteers to join the program.
Bringing this story to life began with a clear vision: to spotlight the quiet, transformative power of volunteerism through a single, deeply human story. Our goal was to show, not just tell, how AARP Foundation Tax-Aide changes lives, one return at a time.
We started by identifying a compelling real-life example from the Tax-Aide program. Harv Grassian’s story stood out immediately. A longtime volunteer, Harv had recently helped a woman recover thousands in taxes she mistakenly paid, money that would make a significant difference in her life. We knew this story had the emotional depth and relatability to resonate with a wide audience.
We worked closely with the Tax-Aide team to ensure accuracy while keeping the story accessible to a general audience.
This project stands out because it captures a moment of real, life-changing impact—without dramatization or embellishment. It’s a story of everyday heroism, told with sincerity and care. The video doesn’t just inform; it inspires. It invites viewers to see the value in volunteering, the dignity in service, and the profound difference one person can make.
The video resonated with our audience, earning nearly 52,000 views on social media and AARP.org. Many viewers shared positive feedback, expressing appreciation for the Tax-Aide service or interest in learning more. AARP considers this video a success because it not only shows our dedication to volunteerism, but it also creates a space for our community to discuss the services they have received. Commenters mentioned using Tax-Aide “for about 10 years now... couldn’t be happier” and “they do a fantastic job. Much appreciated.”
