AARP Disrupt Aging

Brand Strategy & Activation 

When Jo Ann Jenkins became CEO of AARP in 2014, the world’s largest non-profit, non-partisan membership organization,  she launched an ambitious vision for the future—Disrupt Aging, a movement to change outdated beliefs about aging and spark new solutions for aging.

We helped her bring her ideas to life from a holistic, end-to-end approach: from the initial framing and storytelling, to the brand activation across different mediums (book launch, social media, viral videos, membership audiences), to designing the organizational change that needed to happen to deliver on this vision.