AARP “Be Like Betty”

AARP had a major perception issue. Despite dropping the name “Association for the Advancement of Retired People” and sticking with just the acronym, the brand still had difficulty with the public viewing it as only an organization that retired people belonged to. In order to combat that, we enlisted one of the most active 55+ individuals we could think of — Betty White. At age 89, Betty White had seen a resurgence in her career thanks in part to a very memorable Snickers Super Bowl ad. The goal of the campaign was to show a more personable side of AARP and help shed the stodgy perception many had of them.