MERCADEO Versión en español
Yvette Peña from AARP: Hispanicize is our platform for the launch of CincuentañerosSM
Liz Unamo| 16 de abril de 2018
Yvette Pena 1
According to Yvette Peña, Vice President Multicultural Leadership for Hispanic/Latino Audience Strategy at AARP, Hispanicize events are a tangible and personal way of engaging with the leading “movers and shakers” of the Latino community.This year, AARP will use the event as a platform to launch a new social Latino movement called CincuentañerosSM. “Our goal is to change the conversation about how society views aging by discussing it differently. We recognize the impactful role social and digital influencers play in shaping perceptions and conversations among their audiences. We want to spark conversations about celebrating the milestone of turning 50 and positively influence perceptions of aging.”Several years ago, AARP launched the The Disrupt Aging movement to challenge outdated beliefs about what it means to get older. The movement is a rallying cry to spark new solutions so that people can choose how they live and age. We are launching CincuentañerosSM to include Latinos in our Disrupt Aging efforts in a way that promotes a contemporary perspective on aging to encourage the audience to celebrate the milestone of turning 50, to defy conventions and stereotypes and to feel empowered at any life stage.“We continue to prioritize reach-driving tactics within traditional media as this is a cornerstone of our consumer’s media consumption. Event activations and sponsorships like Hispanicize are a way for AARP to show up in a tangible, personal way with the movers and shakers of the Hispanic/Latino community. We invite influencers and their audiences to share how they feel empowered at any age using #Cincuentañeros on Social Media.She explains that their strategies are rooted in metrics and pilot programs where we can gather key data that we use in subsequent activations and collaborations.
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