AARP: Better Sleep Month

AARP | Better Sleep, Better Brain Health

Role: Senior Social Media Strategist | Dieste Inc (2024)

As part of AARP’s Healthy Living Theme Months, I led the social strategy for an integrated content initiative highlighting the link between better sleep and brain health. This campaign aligned with AARP’s editorial and video efforts, amplifying their message through engaging, social-first content designed for organic Facebook engagement.

With sleep struggles becoming more common in one’s late 40s and early 50s, many in our audience were noticing memory lapses and cognitive changes, sparking concerns about aging and brain health. This initiative positioned AARP as a trusted resource, offering science-backed tools, tips, and insights to improve sleep and, in turn, support long-term cognitive well-being.

I developed strategic Facebook organic post concepts, ensuring the messaging resonated with Gen X—acknowledging their concerns while showcasing AARP as a go-to source for practical, expert-backed solutions. By driving audiences to AARP’s Brain Health Hub, we provided them with actionable steps to enhance their sleep habits and cognitive function.

This campaign tapped into a key lifestyle insight: while memory lapses and sleep struggles can feel unsettling, small, simple changes can make a significant difference. Through relatable, informative content, we empowered our audience to take charge of their sleep and brain health—reaffirming AARP’s role as both a Wise Friend and Fierce Defender in their wellness journey.