AARP is a a 32 million member non-profit association in Mexico, US and Canada, with a focus on the 60+ year old audience - skewing slightly more female. In addition, the target audience should have an affinity to being an advocate, particularly as it relates to political involvement.
Aims/objectives
Increase awareness and dialogue surrounding the political issues with Medicare, and encourage people to take action to help strengthen Medicare, a government assistance program that helps the elderly with their healthcare costs.
Create over 400,000 engagements through petition signings, emails/posts, visits to sites, blog postings, phone calls, earned media, forwards to a friend, legislative actions, video views and more.
The goal was to get Washington to notice how absurd this behavior is and communicate with both members and non-members on an emotional level regarding the Medicare issue in an effort to increase awareness and dialogue and drive people to take action.
These adds were created to drive people to the site:
http://creative.carlsonmarketing.com/clients/aarp/ridiculous/
