AARP Vote08 Video Release

On Tuesday AARP launched an entertaining get-out-the vote campaign with an Internet video, which allows recipients to see their own names featured in campaign video, as well as on t-shirts and other paraphernalia as someone who can “shake up Washington.”

AARP believes it has found as way to energize potential voters. Their message basically says by the way you vote YOU can break the gridlock in Washington.
Let’s hope this will be a successful get-out-the vote campaign.

UPDATE: After the 2008 elections there was optimism that something would change in the halls of Congress. Unfortunately, seven years later, the GOP is fractured from within and Washington is even more dysfunctional than it was in 2008.

 

"As a longtime member of AARP, the AARPVote08.org campaign holds a special place in my heart. This initiative, especially with the get-out-the-vote team donning Superman hoodies, perfectly exemplified the organization's strength and dedication to empowering older Americans. AARP, known for its advocacy and support for those over 50, has been a beacon of hope and a source of invaluable resources. These hoodies symbolized not just our strength but our unity in making our voices heard. To me, AARP is more than an organization; it's a community that uplifts and represents our interests, ensuring we remain active, respected members of society." Trudy Wilson

 

PRESS RELEASE

October 20, 2008

Contact: Drew Nannis, AARP, 202-434-2560 anannis(at)aarp.org

Washington, DC – On October 21, 2008, AARP premiers a new component of their Get Out the Vote campaign. In this cutting edge, online video it will be revealed whom the organization’s pick is on November 4, election day.

Millions of personalized, online videos will be sent by AARP to its E-activists who will be the first to view the video. The 60-second video features a “man on the street” who turns around to face his fellow Americans in order to find out who will break the government’s gridlock found in Congress. The “man on the street” does not get the expected response. Upon watching the video, each viewer will be asked to “take action” by making a pledge to vote on or before Election Day.

AARP Executive Vice President Nancy LeaMond said: “We are coming down to the final few weeks of the campaign and we are seeing the number of undecided voters continuing to shrink. We believe it is critically important that AARP do everything it can to make sure people stay excited about voting through Election Day. What better way than to have some fun by emphasizing the importance of having leaders who are able to rise above the current partisan atmosphere and deliver on their promises? We have political coverage invading voters’ lives 24/7. It is critical that voters don’t become fatigued and overwhelmed by the bombardment of ads and events. We want the American people to stay motivated and vote on November 4th. Our fun video is just another way to help do that happens.

The video is just the latest effort made by AARP. In the weeks leading up to this video launch, AARP has released a collection of online and offline (TV spots, radio, and flyers) efforts to educate its supporters about the election. AARP has also distributed resources about early voting, a nationwide voter guide, and even opportunities to go to AARP’s online community to discuss the presidential debates.

 

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More Background on AARPVote08.org: A Pioneering Campaign in Voter Mobilization

AARPVote08.org was an innovative campaign spearheaded by the AARP (American Association of Retired Persons) during the 2008 U.S. presidential election. Designed to energize and mobilize older American voters, this campaign utilized a blend of traditional and digital media to make a significant impact on voter engagement. Although the website itself is no longer active, the campaign's strategies and outcomes remain a valuable case study in political mobilization and digital campaigning.

Historical Background and Purpose

Launched in the lead-up to the 2008 presidential election, AARPVote08.org was part of AARP's broader initiative to increase voter turnout among Americans aged 50 and above. This demographic was particularly crucial during the election, given their concerns over issues like Social Security, Medicare, and healthcare. AARP recognized the importance of addressing these issues in a way that resonated with older voters, and the Vote08 campaign was crafted to do just that.

The campaign's core was an engaging and personalized online video that allowed users to see their own names featured within the campaign materials. This innovative approach not only captured attention but also fostered a personal connection with the voters, making the message more impactful. AARP's decision to use humor and a light-hearted tone in the video was a strategic move to counteract the voter fatigue that often accompanies election seasons.

Campaign Strategies and Digital Innovation

AARPVote08.org was a pioneer in the use of digital media for political mobilization, particularly among an older demographic that was traditionally less engaged with online platforms. The campaign utilized a comprehensive multimedia strategy that included online videos, social media engagement, TV spots, radio ads, and printed materials. This multi-channel approach ensured that AARP's message reached its target audience through various mediums, enhancing its overall effectiveness.

One of the most notable aspects of the campaign was its use of social media and online video. The 2008 election was a turning point in the use of digital platforms for political campaigns, and AARPVote08.org was at the forefront of this shift. By integrating personalized elements into the video content, AARP was able to make the campaign feel more relevant and engaging to individual voters. This personalization was crucial in a political landscape where voters were increasingly seeking content that resonated with their personal experiences and concerns.

Press and Media Coverage

The AARPVote08.org campaign garnered significant media attention, both for its innovative approach and its focus on a key voting demographic. The campaign was covered by various media outlets, which highlighted AARP's efforts to increase voter turnout and its strategic use of digital media. The media praised the campaign for its creativity and for addressing issues that were critical to older Americans.

Furthermore, the campaign's success in engaging older voters was seen as a testament to the power of targeted digital content. The media coverage often emphasized how AARP had managed to bridge the gap between traditional and digital media, setting a precedent for future political campaigns.

Audience and Impact

The primary audience for AARPVote08.org was Americans aged 50 and above, a demographic that has historically been influential in U.S. elections. AARP's campaign was tailored to address the specific concerns of this group, particularly regarding the economy, healthcare, and Social Security. By focusing on these issues, AARP was able to mobilize a significant portion of its membership, many of whom were already engaged in the political process.

The impact of the campaign extended beyond the 2008 election. AARPVote08.org set a new standard for how organizations can effectively engage older voters through digital platforms. The campaign demonstrated that older Americans were not only willing to engage with digital content but could also be highly motivated by it. This realization has influenced subsequent political campaigns and has led to a greater emphasis on digital engagement across all age groups.

Encouraging the Vote

AARPVote08.org holds a significant place in the history of digital campaigning in the United States. The campaign's success in mobilizing older voters through digital media was a precursor to the broader use of these platforms in subsequent elections. It also highlighted the importance of addressing the specific needs and concerns of different voter demographics, a lesson that has been taken to heart by political strategists in the years since.

Moreover, the campaign's use of humor and personalization in its messaging has had a lasting influence on how political campaigns are crafted. The idea that a campaign could be both informative and entertaining was a relatively new concept at the time, and AARPVote08.org was one of the first to successfully implement this approach.

 

AARPVote08.org was a trailblazer in the use of digital media for voter mobilization. Its success in engaging older Americans and its innovative use of personalized content set a new standard for political campaigns. While the website itself may no longer be active, the lessons learned from AARPVote08.org continue to resonate in the world of political campaigning, particularly as the role of digital media in elections continues to grow.

 

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ABOUT AARP

AARP was founded in 1958.

The American Association of Retired Persons (AARP) is one of the most influential and widely recognized organizations dedicated to the well-being and advocacy of older Americans. Founded in 1958, AARP has grown into a powerhouse that offers a range of benefits, services, and advocacy efforts designed to improve the quality of life for individuals over the age of 50. This article explores the history, benefits, legacy, funding, social and cultural significance, popularity, and audience of AARP.

History of AARP

AARP was founded in 1958 by Dr. Ethel Percy Andrus, a retired high school principal from California. The organization was initially an extension of the National Retired Teachers Association (NRTA), which Andrus had founded in 1947 to provide pension support and other benefits for retired educators. The success of NRTA led Andrus to recognize the broader needs of all retirees, and thus, AARP was born.

From its inception, AARP aimed to improve the quality of life for older Americans by advocating for their rights and providing access to affordable health care, financial security, and a range of other benefits. The organization's motto, "To serve, not to be served," reflects its commitment to empowering older adults.

Benefits Provided by AARP

AARP offers a wide array of benefits tailored to the needs of older adults. These benefits include:

1. Healthcare: AARP provides access to health insurance plans, including Medicare Advantage, Medicare Supplement, and prescription drug plans, through partnerships with major insurance providers. These plans help members manage their healthcare costs and navigate the complexities of Medicare.

2. Financial Security: AARP offers financial planning resources, retirement calculators, and investment advice to help members achieve financial stability in their later years. The organization also advocates for policies that protect Social Security and Medicare.

3. Discounts and Savings: AARP members enjoy discounts on a variety of products and services, including travel, dining, entertainment, and insurance. These discounts can lead to significant savings for older adults on fixed incomes.

4. Advocacy: AARP is a powerful advocate for older Americans at the local, state, and national levels. The organization lobbies for legislation that supports the rights and well-being of older adults, such as protecting Social Security and Medicare, improving access to affordable healthcare, and preventing age discrimination.

5. Education and Information: AARP provides its members with a wealth of educational resources on topics such as health, finance, technology, and caregiving. The organization's publications, including the AARP Bulletin and AARP The Magazine, are among the most widely read periodicals in the United States.

Legacy of AARP

AARP's legacy is rooted in its unwavering commitment to improving the lives of older Americans. Over the decades, the organization has played a pivotal role in shaping public policy, raising awareness about the challenges faced by older adults, and providing valuable resources to its members. AARP's advocacy efforts have led to significant legislative victories, including the creation of Medicare in 1965 and the passage of the Older Americans Act.

In addition to its policy achievements, AARP has fostered a sense of community among older adults. The organization's local chapters and volunteer opportunities allow members to stay engaged, make new connections, and contribute to their communities.

How AARP is Funded

AARP is a non-profit organization, but it generates revenue through a variety of channels. The primary sources of funding include:

1. Membership Dues: AARP members pay an annual fee, which grants them access to the organization's benefits and services. As of 2024, the annual membership fee is $16.

2. Product Endorsements: A significant portion of AARP's revenue comes from partnerships with companies that provide products and services to its members. AARP receives royalties from these companies in exchange for endorsing their products, such as insurance plans, travel services, and financial products.

3. Advertising: AARP generates income through advertising in its publications and on its digital platforms. Given the organization's large and engaged audience, AARP's advertising space is highly sought after by companies looking to reach older consumers.

4. Donations and Grants: While membership dues and product endorsements make up the bulk of AARP's revenue, the organization also receives donations and grants from individuals, foundations, and government entities to support its advocacy and educational programs.

Social and Cultural Significance of AARP

AARP has had a profound impact on American society, particularly in how older adults are perceived and treated. The organization has been a driving force behind the recognition of older adults as a vital and active segment of the population, deserving of respect, rights, and opportunities.

Through its advocacy work, AARP has helped to shift the narrative around aging, promoting the idea that life after 50 can be a time of growth, exploration, and contribution. AARP's campaigns and educational initiatives have challenged stereotypes about aging and have highlighted the importance of issues such as age discrimination, caregiving, and financial security in later life.

Culturally, AARP has become a trusted voice for older Americans. The organization's publications, particularly AARP The Magazine, have become go-to sources for information on health, lifestyle, and current events, tailored specifically to the interests of older adults. The magazine often features interviews with prominent figures who are over 50, reinforcing the idea that age is not a barrier to achievement and influence.

Popularity and Audience

AARP is one of the largest and most influential membership organizations in the United States, with nearly 38 million members as of 2024. The organization's popularity stems from its ability to address the specific needs and concerns of older adults, providing them with valuable resources, support, and a sense of community.

AARP's audience primarily consists of individuals aged 50 and older, although the organization has made efforts to engage younger audiences who may be caring for aging parents or planning for their own retirement. The diverse range of benefits offered by AARP appeals to a broad demographic, including retirees, working professionals, and caregivers.

AARP has established itself as a cornerstone of support and advocacy for older Americans. Through its extensive benefits, powerful advocacy, and commitment to improving the lives of its members, AARP has left an indelible mark on American society. As the population of older adults continues to grow, AARP's role in shaping policy, providing resources, and challenging cultural perceptions of aging will remain crucial.