CASE STUDY
AARP Amplifying Artists at Every Age
brief
Shine a spotlight on Black artists 50+ across various disciplines, adapting national creative into locally relevant content that connects deeply while expanding AARP’s cultural presence.
Insight
Black artists over 50 continue to shape culture, yet they’re often overlooked. This campaign honored their legacy and influence with powerful storytelling, while guiding audiences to local AARP resources that support and celebrate them in real life.
Execution
We executed a targeted radio campaign that honored Black artistry while driving listeners to local AARP resources through a strong call-to-action. A custom station network was thoughtfully tailored across 10 of the top 13 African-American radio markets to connect with and celebrate the 50+ audience.
Results
- Delivered 1.1 million+ media impressions (Adults 50+)
- Increased traffic to local AARP sites
- Campaign renewed for the following year, reinforcing AARP’s ongoing commitment to culture, creativity, and community
