AARP: Better Sleep Month

AARP | Better Sleep, Better Brain Health

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

The Problem
AARP runs monthly health initiatives. The risk with something like "Better Sleep Month" is that it stays exactly that, a campaign about sleep. Generic, forgettable, scrolled past. My job was to make sure it wasn't.

The Insight
For Gen X adults in their late 40s and early 50s, sleep disruptions aren't just annoying. They trigger something more unsettling: memory lapses, brain fog, the quiet fear that cognitive decline might already be starting. This audience wasn't looking for better pillow advice. They were Googling symptoms.
That fear was the real brief.

The Strategy
I reframed the campaign from "sleep content" to a brain health reassurance play. Rather than positioning AARP as an authority lecturing a skeptical Gen X audience, the strategy made AARP the brand that already had the answers they'd been searching for — before they knew to ask.

The content approach ran on two beats: first, making the audience feel seen, then giving them something they could actually do.

Our creative team built from that brief. Every organic Facebook post had one job: drive the audience deeper into AARP's Brain Health Hub — turning a content series into a trust-building conversion path.