AARP
Due to a lack of familiarity among Asian Americans,
AARP messaging should assume an informational role at a preliminary level to fill the gap.
Because many pre-retirement AAPIs do not believe they are constituents,
messaging must focus on expanding target audiences’ notions of AARP and issues relevant to them.
Campaign: How we say “i love you”
How we say “I love you.”
We know that actions can speak louder than words. Especially when it comes to family. At AARP, we call this caregiving. And our dedicated resources — like a support line, caregiving webinars, and a variety of tips — are here to help you realize all the possibilities around caregiving.
So as their needs change, you can be ready to change the care you give.
In a special time of Coronavirus in 2020,
we were asked to make the brand more relatable and familiar to the Asian American target audience.
Following the concept “how we say I love you”,
AARP continues to bring the discussion of caregiving to the table, even during a very critical time.
Campaign: How we say “i love you”
Manifesto
Just because we’re apart doesn’t mean we can’t stay connected. Caring for our family and friends is still as important as ever. So make time to connect, help plan out the medical care they need, and remind each other to stay safe and healthy.
Because staying connected is another way to say "I love you."
Chinese Print Copy
愛，能夠超越距離。
即使分隔兩地，並不代表我們不能保持聯繫。為家人和朋友送上關懷依然重要。因此，請花點時間去聯繫，協助他們計劃所需的醫療保健，並提醒對方注意安全和保持健康。
保持聯繫就是我們用來表達「愛」的另一種方式。
讓AARP樂齡會在COVID-19期間為您送上提示和資源，請瀏覽中文網站chinese.aarp.org/covid-19 或掃描二維碼關注微信公眾號。
We were asked by AARP to encourage Asian Americans to vote in 2020 Election and speak up for themselves.
Another goal is to raise their attention for issues, like strengthening Social Security and Medicare, lowering drug prices.
This ad campaign was run in different Asian languages, including Chinese, Korean and Vietnamese.
Campaign: Your Vote, Your Voice
