Our need for connection is universal. Research has shown that social connections promote good health, combat loneliness, and offer greater resilience to navigate difficult times. Now more than ever, that is essential for aging well and living longer, happier lives. With this campaign, AARP set out to help older adults connect and engage with their loved ones, their community, and the world around them, whether through local events, volunteer opportunities, or online experiences.
Many older Americans seek more connection but don’t know where to start. Our campaign offered practical tips for building strong social habits, one step at a time. It highlighted activities like pickleball, gardening, group painting, and yoga – all simple ways to foster connection and build community.
According to recent AARP Research, 40% of U.S. adults age 45 and older (57.9 million) are facing the challenge of prolonged loneliness – an increase from 35% in 2018 and 2010. While loneliness can strike at any age in adulthood, it is most prevalent among people in their 40s and 50s. Nearly half of adults ages 45-59 say they are lonely, compared to 35% of people age 60 and older.
Life transitions such as working from home, caregiving responsibilities, divorce or widowhood, and retirement can leave older adults spending more time alone than ever before. And, overall declining rates of community involvement and civic engagement can cut people off from their neighbors and loved ones. Loneliness has real health and financial implications – Medicare spends an estimated $6.7 billion more each year on socially isolated older adults.
The Opportunity:
By positioning connection not as another obligation but as a source of resilience, joy, and even improved health, AARP was able to meet the moment with relevance—offering a sense of control, community, and optimism when it is needed most. The tone of our campaign focused on “small steps” over sweeping promises, emphasizing that even brief, no- or low-cost interactions can make a difference.
Content Strategy:
AARP has a long history of helping people 50-plus connect and engage with their communities and the broader world, whether it’s through local in-person events, volunteer opportunities, or online experiences. Now more than ever, we know that connecting with family, friends, and community is vital to aging well and living longer, fulfilled lives. By prioritizing social connections as a key part of our mission, we are helping to create a more inclusive, supportive, and connected society—one where people 50 and older can continue to thrive well into the future.
The Key to Connection campaign offered a practical, judgement-free way to build (or rebuild) social habits, without pressure or perfection. This series was designed to help adults 45-plus strengthen social connections in simple, meaningful ways, one small step at a time. The audience received simple prompts and easy actions to take that fit into real life. Engaging visuals highlighted bonding activities such as pickleball, gardening, group painting, and yoga. The goal was not to become busier, but to feel more connected, more joyful, and more purposeful.
Overarching Message:
Staying connected with your family, friends, and community is essential to staying healthy. AARP is here to help with a range of opportunities to build and maintain meaningful relationships in your life.
By highlighting social connections and providing an easy way in, this campaign helped create a more inclusive, supportive, and connected society — one where older adults can continue to contribute, participate and thrive at every age.
In total, this campaign delivered 4.2M impressions and generated:
The audience’s response demonstrates the deep resonance that the campaign had within the AARP community:
Connection is medicine — and the research backs it up. Social isolation among seniors is one of the greatest health risks we face, and something as simple as a shared garden, a conversation, a familiar face can change everything. AARP has always understood that aging well is about more than healthcare — it’s about belonging.
Such heartwarming energy! Love how connection sparks joy and creativity.
Strong community can make a difficult season a little easier and a good season ever better.
I love my exercise group! Three days a week, then coffee and social visit and or playing dominoes! Perfect!!
