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Category: Purposeful Marketing
Project Name: Future Home
Company: AARP

AARP’s Future Home campaign aimed to increase awareness and action around aging-in-place solutions by providing free, accessible resources and practical tools to help older adults and their families make home modifications that support safety, comfort, and independence. Recognizing that 77% of adults over 50 want to age in place but often feel unsure about how to start, the campaign proactively addressed these concerns, offering guidance before a crisis occurs. This early intervention approach positioned AARP as a trusted partner invested in long-term quality of life.

The campaign’s strategy combined simplicity, emotional relevance, and local activation. Resources like the AARP HomeFit® Guide, workshops, checklists, and toolkits broke down complex decisions into small, actionable steps. Messaging was reassuring and solution-focused, consistent with AARP’s Future You branding. The campaign targeted both older adults and their families, including adult children and caregivers who often drive conversations around home safety. This multigenerational approach expanded the campaign’s reach and relevance.

AARP blended traditional and digital channels, including paid social media, email marketing, TV, radio, and display banners, to drive traffic to a centralized landing page featuring all aging-in-place resources. Localized outreach, such as workshops and a national Tele-Town Hall with CDC expert Dr. Gwen Bergen, added credibility and community engagement. By aligning strategic awareness with accessible tools and local execution, the Future Home campaign delivered lasting value, empowering individuals to take proactive steps toward aging safely and comfortably at home.

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