Early Entry Deadline June 6th 2025!

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AARP and The Anthem Awards Introduce the Inaugural Empowerment Award

A first-ever Special Achievement honor celebrating projects that uplift individuals aged 50 and older. Find where your work fits below.

The Anthem Awards is thrilled to announce the inaugural Empowerment Award, sponsored by AARP

A prestigious Special Achievement Award, this first-ever honor will recognize one outstanding project in the 5th Annual Anthem season that’s making a significant impact in supporting the 50+ community.

From enhancing well-being to encouraging inclusion and creating opportunities for older Americans to thrive, the new honor will toast innovative work making a profound difference.

“It’s such a joy and an honor to introduce the very first Empowerment Award in partnership with the Anthem Awards,” said Edna Kane Williams, Executive Vice President and Chief Diversity Officer. “This award means something special—it’s about recognizing the real, on-the-ground work that’s lifting our 50+ community and reminding everyone that their voices, their stories, and their impact truly matter. At AARP, we continue to increase our support on issues that will enhance the lives of the 50 plus and their families. I’m excited to celebrate the people and projects that are making life better for our communities and beyond.”

AARP has long been at the forefront of advocating for older adults, pushing for meaningful social change and policies that promote well-being for the over 100 million Americans aged 50 and over. This award continues that legacy, amplifying the organization’s leadership in improving the lives of older adults nationwide.

As we look ahead, the Empowerment Award will serve as a catalyst for more teams to champion the needs of the 50+ generation, ensuring they are seen, heard, and valued in every corner of society.

Submissions for the award are open across all our current categories and cause areas. To put your work in the running, simply opt-in during the entry process to signify that you want to be considered. Once entries close, the AARP and Anthem teams will select the inaugural recipient.

The first-ever Winner of the Empowerment Award will be announced alongside all other Special Achievement winners in November. The recipient will be presented with the award live at the 5th Annual Anthem Awards Winners Celebration in NYC.

For your chance to win the Empowerment Award, sponsored by AARP, submit your work before the Early Entry Deadline on Friday, June 6 to take advantage of early pricing.

Patagonia – Don’t Buy This Jacket

Patagonia has put social impact at the core of their brand mission and values from the start, and their iconic Don’t Buy This Jacket campaign demonstrates how brands can use their platform to make an impact — or better yet, to help reduce our impact. This 2011 ad ran in the New York Times on Black Friday, making a lasting impression for its bold message addressing the issue of consumerism head on and asking readers to take the Common Threads Initiative pledge to reduce, repair, reuse, recycle, and reimagine a world where we take only what nature can replace.

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NEWS & ANNONCEMENTS

Ad Council’s Love Has No Labels Movement

Love Has No Labels is a movement by The Ad Council to promote diversity, equity and inclusion of all people across race, religion, gender, sexual orientation, age and ability.

Read our Q&A with Heidi Arthur, the Ad Council’s Chief Campaign Development Officer on the team behind LHNL collaborates with partners to combat implicit bias—from crafting PSAs to driving viewers to take action, to how brands and companies should approach corporate social responsibility with authenticity.

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