AARP Looks To Shift Perceptions Of Its Brand And Show "Real Possibilities" For 50+ America With New Ad Campaign

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Feb 26, 2013, 01:37 ET

WASHINGTON, Feb. 26, 2013 /PRNewswire-USNewswire/ -- AARP is taking a bold approach to changing one of the biggest misperceptions associated with its brand and with aging, with the launch of a new breakthrough advertising campaign. "Real Possibilities" aims to revitalize and reposition the AARP brand as one that is "relevant to me" by delivering a message of strength and empowerment. The creative shows not only what the face of 50+ looks like today, but more importantly, the new mindset of people entering or already in this life stage. "Real Possibilities" is a national campaign created by GREY that will run in TV and digital media through October 2013.

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"People are looking for a trusted ally to help them turn their goals and dreams into real possibilities, and that's where AARP can help them and their families," said A. Barry Rand, CEO, AARP. "This is an opportunity to reintroduce AARP to the public and show the value that we provide to the 50+ audience. We think this campaign effectively demonstrates how AARP is relevant to them."

AARP is shifting the focal point of the conversation from aging and advice, to a deeper level of personal connection and empowerment. People age 50+ don't want to be defined by age, and they don't want to live in fear that their possibilities become more limited as they get older.

"Possibilities are critical to this audience and millions of people in their 40s, 50s, 60s and beyond are living in a new life stage—the age of possibility," said Emilio Pardo, Executive Vice President and Chief Brand Officer, AARP. "We want to show how their life experiences have tremendous value and that possibilities should not be less, they should be ageless."

AARP is putting one-third of its "Real Possibilities" media buy towards social and digital media and the ads will appear on more lifestyle outlets as opposed to the news-focused outlets they've primarily appeared on in the past.

All creative will drive consumers to a newly created landing page www.aarp.org/possibilities, where visitors will be able to access content that is most relevant to the 50+ audience looking to achieve their "real possibilities." Additionally, "Real Possibilities" will also serve as the organization's new tagline and will be implemented into the existing AARP logo.

For more information, please visit www.aarp.org/possibilities.

About AARP

AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families such as healthcare, employment security and retirement planning. We advocate for consumers in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services. A trusted source for lifestyle tips, news and educational information, AARP produces AARP The Magazine, the world's largest circulation magazine; AARP Bulletin; www.aarp.org; AARP TV & Radio; AARP Books; and AARP en Espanol, a bilingual news source. AARP does not endorse candidates for public office or make contributions to political campaigns or candidates. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org.

Note for reporters: AARP changed its name in 1999 from the American Association of Retired Persons to just four letters: AARP.

SOURCE AARP