We began by working with the Foundation to conduct in-depth strategic research, which yielded an important insight: Nobody wants a handout, but everybody wants an opportunity to move forward. Donors and recipients alike understood that many of us might get hit with crises we did not see coming or prepare for. Everyone we talked with also understood that when life changes happened, people simply wanted a chance to win back opportunity. 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. That’s exactly what audiences expected from a charitable organization associated with AARP.
Insight in hand, we then worked closely with AARP Foundation’s communications team to create a campaign and supporting suite of materials that incorporated the new brand and spoke to a range of audiences, including donors, influencers, and clients.