• by Steve McClellan  @mp_mcclellan, August 12, 2016

AARP has launched a new ad campaign to increase brand awareness among the rapidly growing U.S. Hispanic population.

The campaign is titled “Dedicarte a ti es hacer más por tu familia” (“Doing More For Yourself Helps You Do More For Your Family”). Rather than adapt general market ad content, the organization invested in original, Spanish-language creative with cultural references designed to resonate with the target audience. 

The creative features Hispanics 50-plus (ie. the AARP-eligible crowd) as well as their family members in different settings such as a wedding , a mom playing with her granddaughter and a middle-aged couple on vacation. The approach is designed to remind the target audience that it’s “their time to celebrate life,” according to the organization. 

The campaign, from New York-based d expósito & Partners, will run in traditional and digital media through October.  Campaign elements include TV commercials, online video content, print ads, radio spots, web/mobile display ads, event activation, and a campaign micro-site. 

The campaign also introduces a new tagline: “Juntos es Posible” (Together it is possible).

“Hispanics are looking for a trusted ally to help them turn their goals and dreams into real possibilities, and that’s where AARP can help them and their families,” stated Yvette Peña, VP  of Multicultural Leadership Hispanic/Latino Audience Strategy at AARP. “This is an opportunity to reintroduce AARP to the Hispanic community and show how AARP is focused on enhancing Hispanic’s lives in the areas that matter to them: Salud, Dinero y Amor (health, money and love).”