In 2011, the AARP Foundation, a charitable affiliate of AARP, was at a crossroads. Having completed a strategic plan that informed a new vision and mission for helping older Americans, the organization looked to Hager Sharp for help executing a new communications strategy. The goal: Garner support for the Foundation’s mission and increase awareness of its new priorities and activities to help address challenges related to housing, income, hunger, and isolation.

We began by working with the Foundation to conduct in-depth formative research, which yielded an important insight: Nobody wants a handout, but everybody wants an opportunity to move forward. What people 50 and older were looking for were organizations that could take the lead and work side by side with them to create opportunities that could help get their lives back on track.

Awareness and familiarity with AARP Foundation and its mission increased 10% in the first three years of the campaign.

We created a campaign and supporting suite of materials for audiences including donors, influencers, and recipients. Our communications support ranged from strategic counsel and partnership outreach, to materials development and digital engagement, to event marketing and internal communications.

At the heart of the work to establish the Foundation’s brand were stories showing real people ages 50+ facing serious challenges.