Objectives

AARP believes that no one's possibilities should ever be limited by their age. Every day, we fight to remove barriers inhibiting people from living their best life. Although the reality of aging is radically different than a generation ago, many people continue to hold outdated beliefs about aging.

Designed to appeal to a multigenerational female audience, our aim was to inspire engagement with our content, build deeper relationships with followers, and tell our story using illustrations and short videos of tips from 'bold ladies.'

Overarching Goal: Design, create, and post content challenging outdated beliefs about aging and ageism in an authentic and straightforward way, including:

• Illustrate how individuals can choose how they live as the age
• Spark discussion around aging, and what it means to age
• Provide a depth and breadth of 'lived experiences' across race, culture, ethnicity, etc.

Strategy and Execution

In partnership with AARP's Disrupt Aging and Facebook's Creative Shop, we launched with an Instagram campaign called Bold Ladies to challenge outdated beliefs about aging in an authentic and straightforward way.

Designed to appeal to a multigenerational female audience, our aim was to engage our target audience with our content, build deeper relationships with our followers, and tell our story using a number of illustrations and short videos with accompanying content sharing tips from 'bold ladies'.

We wanted to use our unique position to both educate and shift perceptions, and also conveying the value in having people of varying ages and demographics involved in today's conversations.

Results

The results of the campaign from 5/29 to 8/10 were:

• 26 million impressions
• More than 3.5 thousand shares
• More than 5.3 million video views
• More than 45 thousand likes
• 4.4% lift in brand trust (Facebook Brand Lift Study)

Media