Feria de la Segunda Juventud , Marketing and Advertising

Compartir es Vivir (Create the Good)

Based on AARP's Create the Good national program on community service, Comunicad created an in-culture and relevant initiative to mobilize Hispanic volunteers across the country.

  • We conducted focus groups to identify a cross-cultural initiative with engagement and activation points that would resonate in the Latino community, taking into account the variety of cultures within the Hispanic market, both foreign and U.S. born.
  • To make a difference in the communities that AARP serves, we launchedCompartir es Vivir in 10 key markets.
  • We also developed the campaign's social media strategy - launching and managing the Facebook account for Compartir es Vivir, to ensure a greater reach and provide an avenue for fresh content to appeal to multigenerational households.