Life Reimagined is a new offering from AARP that focuses on real-world approaches to life change. It offers tools and content to help people in all stages of life discover their true passions and encourages them to make positive transformations to reach their goals. Firstborn was challenged with bringing attention to Life Reimagined by launching an engaging campaign around New Year’s resolutions.
#ReNewYear celebrates big life changes and the commitment to following your dreams. On December 31st, we posed a simple question: “When was the last time a New Year’s resolution changed your life?” People were encouraged to set #ReNewYear goals instead of making (and ultimately breaking) New Year’s resolutions.
The Firstborn team then searched the country for the most unique and inspiring stories of real people embarking upon a 2014 #ReNewYear journey. These #ReNewYear stories were brought to life through online videos, a microsite and across the Life Reimagined social channels. All elements of the campaign came together under the Firstborn roof—strategy, creative execution, casting, production, media and social media strategy & content, and reporting & analytics.
The campaign inspires others to keep pursuing their own #ReNewYear journeys and reinforces how Life Reimagined can help anyone at any stage of their life follow their dreams.