Built on the foundation laid by the 2014 launch of Real Possibilities and “You Don’t Know ‘aarp,'” AARP is unveiling a new ad campaign that shines a spotlight on individuals tackling everything from brain health to new careers, introducing a new meme, “We Hear You.”
As part of AARP’s renewed focus on listening and responding to people 50-plus, “We Hear You” highlights the many ways AARP celebrates life in extended middle age and helps people turn their dreams into realities. Also new in 2016, the ads feature AARP’s CEO Jo Ann Jenkins delivering the iconic “We Hear You” line to underscore the organization’s genuine commitment to helping millions of people take control of their lives and their futures.
“We’ve seen Real Possibilities and “You Don’t Know ‘aarp'” really take hold over the last two years,” said AARP Senior Vice President of Brand Integration Barbara Shipley. “Now, we have a chance to add more momentum by putting a human face on the brand. The campaign shows very real people expressing wants and needs in terms of careers, travel, caregiving, brain health and fraud protection. It also introduces Jo Ann and her “We Hear You” message to prove we are in tune with what people are looking for at this time of their life.”