HeadQuarters Advertising Breaks Hispanic Ad Efforts For AARP.

HeadQuarters Advertising breaks a new Hispanic campaign for AARP. After two years inkey test markets, AARP is ready to move onto its first national Hispanic campaign ever this July.

The “Sea parte del poder” (Be a part of the power) campaign is AARP’s first nationwide (including Puerto Rico) effort targeting U.S. Hispanics. Previously, AARP ran “Second Youth,” a TV, radio, and print campaign targeting Hispanics in key test markets: New York, Los Angeles and Miami. (testing efforts also included cities like Orlando, Tampa and San Francisco).

This first national Hispanic campaign leverages on AARP’s unique synergistic force of membership to achieve positive social change. Increasing awareness of AARP’s individual benefits and how membership also furthers the ‘greater good’ will be a constant element in the Hispanic communication. “Be a part of the power” is a call to integrate Hispanics into the AARP member-force by acknowledging their value to AARP causes while also informing them on the tangible benefits offered by AARP; benefits designed to create a positive impact on the lives of people 50 and over.

The campaign includes three TV spots – “Sand”, “Water” and “Brick”— which demonstrate the strength behind the collective power of individuals. The TV spots are

:30 long and will run nationally on Univision, Telemundo, Azteca America, Galavision, CNN En Español and Telefutura. The campaign will also consist of a print component that complements the TV strategy by leveraging the strength of the 35 million members of AARP.

“We want the public to realize that our 35 million members, which also includes a great number of Hispanics, are the unified force, the ‘muscle’ behind the association,” says John Killpack, head of the brand management department at AARP. “AARP’s most important role is to be a catalyst for creating social change…we need to use our power and resources in a socially responsible way to benefit the public at large.”

Horacio Gomes, president and CEO of HeadQuarters Advertising in San Francisco, comments “This assertive new positioning reconnects AARP with its original mission. In addition to the discounts and benefits that you have come to expect from being a member of AARP, it is very exciting to see that Hispanics are acknowledged and invited to participate in a culture of delivering social responsibility.” Gomes adds, “We are also extremely proud of the new creative. It is visually striking, but more importantly, it delivers a strong message of empowerment that will surely resonate with our target population.”