The Drum Awards for Marketing - Extended Deadline

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Date: Aug 2018
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Seniors are an unfortunate growing population of those living in poverty. They may barely get by every day, and some may even lose their homes, which is why the AARP Foundation, AARP’s charitable affiliate working to end senior poverty, has unveiled a new multiplatform effort to raise awareness of its mission.

"Today, one in seven seniors live in poverty," said AARP Foundation president Lisa Marsh Ryerson. "Senior poverty is a widespread and deeply disturbing problem in the US – but it’s often hidden from sight."

Two TV spots dramatize the challenges faced by older adults who struggle to meet their basic needs.

In ‘Garage Sale,’ an older man tags his possessions in preparation for a garage sale, viewing each one with fond memories. He then sits in a lawn chair, watching apprehensively as people look over his possessions. Rather than prices, however, each tag displays what the purchase will enable him to afford, like ‘dinner tonight,’ ‘bus fare,’ and ‘heart medicine.’

The other, ‘Table,’ focuses on a plain table topped with photo frames and mail. The voiceover tells us that after 30 years of the table being an anchor, a mailroom, a community board, a memorial, it’s a very different story these days. The camera zooms in on a final eviction notice as movers sweep the items off the table and into boxes, and it follows them as they haul the table out of the house.

Both spots end with the message, "Even when you prepare, life doesn't always go as planned. Today, one in seven seniors live in poverty. To learn how you can help, visit aarpfoundation.org."

Marsh Ryerson continued: "These ads are a call to bring senior poverty out of the shadows and into the mainstream American narrative. They’re a rallying cry for action that fosters resilience, strengthens communities and restores hope."

The print effort features the faces of seniors living at or near the poverty level. With a headline that reads simply, ‘The face of poverty isn't who you think,’ they capture their subjects’ dignity and resilience. The portrait-style images were shot by renowned photographer, Platon, whose work has graced over 20 Time magazine covers.

Credits

CREATIVE AGENCY: Grey New York

Advertiser: AARP Foundation

Spot Title: Garage Sale and Table

Agency: Grey NY

Chief Creative Officer: John Patroulis

Executive Creative Director: Linda Mummiani

Executive Creative Director: Caitlin Ewing

Group Creative Director: Jon Sayegh

Senior Art Director: Kyle Janisch

Senior Copywriter: Earl Myers

EVP / Account Director: Irene Little

SVP / Account Director: Alan Perlman

VP / Account Director: Jennifer Luongo

Account Executive: Jillian Barcia

EXECUTIVE PRODUCTION: Townhouse

Townhouse Head of Integrated Production: James McPherson

Townhouse Exec. Producer: Lori Bullock

Townhouse VP Producer: Eric Camins

Townhouse Music Producer: David Steinberg

Production Company (location): Variable

Director: Lloyd Lee Choi

Director of Photography: Daniel Stewart

Editor: Chris Mitchell at Rock Paper Scissors

Music: Asche & Spencer

Sound Design and Audio: Mophonics and Ryan Hobler at Townhouse