AARP wanted to reposition themselves as a brand not just for the elderly but for anyone over the age of 50, which meant a new emphasis on content and experiences that focus on health rather than sickness. We developed a plan of action to help AARP strengthen relationships with doctors, nurses, and associated organizations emphasizing wellness and vibrant aging.

We also mapped out a robust content effort around caregiving that would provide value to older AARP members as well as their children. We created a strategic plan for caregiving content and a practical series of video guides to help tackle key caregiving issues.