AARP Bows $100 Mil. Campaign Work from Greer Margolis Hits New Target: Aging Boomers

The American Association of Retired Persons is poised to launch a five-year, $100 million branding campaign Oct. 1 to increase membership among aging baby boomers. The effort targets people turning 50, a group unlikely to think of themselves as old or retired.

The multimedia campaign, the first of its kind for the 34-million-member AARP, will include broadcast, radio, print and online ads. Some of the creative will feature faces from both the target audience and people over 50, such as Marian Wright Edelman, founder and president of the Children’s Defense Fund, essayist Richard Rodriguez and Bob Greene, a Chicago Tribune columnist.

The advertising launch will highlight AARP’s advocacy work, which includes age discrimination, pension protection and patient’s rights.