brands | AARP
In 2009, major socio-cultural shifts were challenging the relevance of AARP to their newest and future members: Boomers. Boomers were searching for purpose, whether retired or working, as they entered the next generational stage in their lives. AARP found itself needing to evolve its brand experience and engagement strategies. They turned to GMMB.
A generation responsible for driving sweeping social change, Boomers don’t just want to give back, they want to take problems into their own hands. Therefore, our strategy was to reintroduce Boomers to AARP as an active agent for positive change in the world. GMMB helped AARP connect with this audience by reimagining their existing volunteer program and launching Create The Good, a new brand initiative empowering members to improve the world through Web-based tools and community outreach. The initiative’s cornerstone, CreateTheGood.org, connects members with immediate opportunities to serve, and easy ways spread the word. The site features real-time, geo-targeted service opportunities and a first-of-its kind, do-it-yourself hub of how-to-service videos. Additionally, email recruitment and a robust social media effort engages Boomers in the digital space—a space in which they are becoming more and more present and active.
The Create The Good initiative allows Boomers to interact with a fresh dimension of AARP and marked a tremendous digital turning point for the organization. In just the first few months after the launch, Create The Good tripled the member base of AARP’s existing volunteer program and created over 118,000 volunteers actively doing good in their communities.
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