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About This Project
Summary
AARP empowers people to choose how they live as they age, which includes addressing negative societal norms and perceptions on aging. This video highlights actress and author Justine Bateman who advocates against the societal pressure for women to “look young” and instead encourages them to embrace their age as an asset. Bateman recently gained notoriety for her stance on aging, and our strategy with this video was to amplify her popular age-positive messaging among our target audience.
Goals & Objectives
Our aim with this video was to raise awareness of the challenges that older women face when it comes to “traditional beauty standards.” We also sought to empower our audience to reject those “standards” and embrace their age and natural appearance.
Results & Impact
This video resonated with our audience reaching over 2.9 million viewers, garnering 2.3 million views and generating more than 80k engagements, with many viewers commenting on how thought-provoking and empowering they found Bateman’s age-positive message.
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