We helped AARP bring on over 1,000,000 new members.


Although it remained one of the most powerful lobbying and advocacy groups in the US for almost 50 years, AARP’s services had become fragmented and its messages inconsistent. As the baby-boom generation reached retirement age, the organization needed to communicate its value to constituents who were living longer, more dynamic lives. Simply put, the company had a problem with perception. While AARP showed an aptitude for perceiving the customer’s needs, most people perceived the organization as being limited only to advocacy and product endorsement.

'Intent to join' numbers among 45–59-year-olds jumped more than 60%, while 'intent to renew' rates rose from 79%–85% in the 60–74 age group.



We set out to revitalize AARP. Our goal was to communicate to prospective and current members that AARP is a champion of social change that helps people navigate ageless realities. We worked from the ground up, articulating a brand positioning with AARP in the “champion” role, realigning its brand architecture, overhauling its visual identity and refining its Brand Voice®. We gave AARP the tools to present a more substantial and cohesive brand identity, and to communicate AARP’s vision in a way that highlights and synthesizes its core strengths and diverse offerings.


AARP’s gains were staggering: 1,000,000 new members joined in the first year after launch. The “champion” brand positioning led to a renewed focus on health and financial well-being that culminated in the “Divided We Fail” campaign, which ultimately gained more than 400,000 signed supporters, including nearly half of Congress. Standing atop Siegel+Gale’s comprehensive brand strategy, AARP is positioned for continued health and growth through its own middle age and beyond.

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