Tag Archives for AARP

AARP No Longer Your Grandmother’s Membership Organization

Published in Pawtucket Times, March 15, 2013

             With the printing of a full-page four-colored ad in the February 25, 2002 issue of Newsweek magazine,  AARP, the nation’s largest aging advocacy group, moved to reinvent its membership image by rolling out an ad campaign to lure the nation’s aging baby boomers into its rank and file. At that time the public viewed an AARP member as being in their sixties gliding into the twilight of their  retirement years.  One simple ad consisting of a picture of a shirtless, lean, aging baby boomer carrying his mud-caked mountain bike, worked effectively to change this misperception.   AARP members were not moving into their twilight years but still young, vibrant, and even active. 

             “Be Yourself,” blared the ad’s tag line, identifying the 50ish male with gray hair in the ad: “Peter Carlstrom, 51, cyclist, canoeist, an AARP Member.”

             In 2002, with the kickoff of this media campaign, the nation’s largest aging group, representing 35 million members in that year, geared up efforts to recruit the growing number of the nation’s baby boomer generation – born between 1946 to 1964 – into its membership ranks.

             Baby boomers don’t make compromises, said AARP’s membership recruitment ad over a decade ago – “They make choices.”  Furthermore, the ad stated that AARP was there to help with fitness programs, and to provide information on making healthy choices in a myriad of ways, including eating right and staying fit.        

“Real Possibilities” Ad Campaign Kicks Off

             Today, AARP continues to attack the misperception associated with its brand and with aging stereotypes, by launching another national advertising campaign.  According to the Washington, DC-based group, “Real Possibilities” aims to revitalize and repositioning AARP as a membership organization that is relevant that can deliver messages of strength and empowerment. “Real Possibilities” will now serve as the organization’s new tagline and will be implemented into the existing AARP logo.

             AARP’s new public relations campaign, created by GREY, seeks to show not only what the face of 50+ looks like today, but more importantly, the new mindset of people entering or already in this life stage.  It will run in TV and digital media through October 2013. 

             AARP is putting one-third of its “Real Possibilities” media buy towards social and digital media and the ads will appear on more lifestyle outlets as opposed to the news-focused outlets they’ve primarily appeared on in the past.  Ads will drive consumers to a newly created landing page http://www.aarp.org/possibilities, where they will be able to access content that is most relevant to the 50+ audience looking to achieve their “real possibilities.”

             “People are looking for a trusted ally to help them turn their goals and dreams into real possibilities, and that’s where AARP can help them and their families,” said A. Barry Rand, CEO, AARP. “This is an opportunity to reintroduce AARP to the public and show the value that we provide to the 50+ audience. We think this campaign effectively demonstrates how AARP is relevant to them.”

             AARP is shifting the focal point of the conversation from aging and advice, to a deeper level of personal connection and empowerment. People age 50+ don’t want to be defined by age, and they don’t want to live in fear that their possibilities become more limited as they get older.

             “Possibilities are critical to this audience and millions of people in their 40s, 50s, 60s and beyond are living in a new life stage—the age of possibility,” said Emilio Pardo, Executive Vice President and Chief Brand Officer, AARP. “We want to show how their life experiences have tremendous value and that possibilities should not be less, they should be ageless.”

 Reintroducing AARP to a Younger Crowd

             While some may see AARP’s new marketing effort as a way to expand its membership base to younger members, for AARP Rhode Island’s John Martin, its very practical to bring aging baby boomers in early.         

                “As AARP evolved it became evident that most things about ‘retirement’ require attention well before the day people retire, Martin, citing his favorite example, retirement security.

             “How can we help members plan for a secure retirement if we wait until retirement to reach out and offer resources and assistance?  And then there is the more current qustion: If, say, at 52 you are working full time but feeling the weight of college tuition, rising taxes and you’ve seen the equity in your home plummet, you should not wait until retirement age to make your voice heard on Medicare and Social Security.  Most 50-year-old Americans now recognize they have a vital stake in the sustainability of these programs.”

             According to Martin, retiring in dignity also depends on one’s health. “It’s awfully hard to turn things around when you are 65, so AARP needs to connect with people earlier to provide health and fitness resources that might make life at 70 or 80 more enjoyable, he says.

              “Another outcome of reaching those ages in better health is that people have created at least a better chance of saving on healthcare costs.”  He asks, “How can AARP promote the benefits of staying active and mobile if we have not been encouraging better diet, exercise and preventative care as retirement approaches?”

             Martin says people welcome such notions as “60 is the new 50.” He points out that media images of the serene couple relaxing in easy chairs has been replaced by CNN stories about people skydiving to celebrate their 70th birthday or 80-year-old competitive swim champions.  “We Boomers live for the hope that we can reach retirement in better physical and mental shape than our parents. A generation ago, society was telling people to retire, collect Social Security and act their age – to accept the gold watch at 62 or 65 and ride off quietly into the sunset. No more,” he says.

 Great AARP Websites

            AARP is working hard to be the best resource, online, in-person and in communities to help aging baby boomers and those older to discover new possibilities, notes Martin. As part of the “Real Possibilities” initiative, AARP offers a way to reimagine your life (lifereimagined.aarp.org).  This website offers people over age 50 with an opportunity to design his or her own reimagined life.

            Also AARP recently launched a dating service. And why not?, asks Martin. “Happiness and romance is not reserved for those couples in the beer commercials. Think about online dating services of the past decade or two. Did many seem at all tailored to or comfortable for anyone over 50?  The AARP brand and all that we stand for makes taking a chance a lot more comfortable.”

            With the graying of America, AARP has redefined its mission and repacked itself twice in the past 13 years. The redirected membership organization, expanding its generational reach, now strives to make a person’s journey throughout their entire lifespan a little easier, a bit better and brighter.

            Now isn’t that worth the cost of an AARP membership.  For more information about AARP membership and benefits, log on to www.aarp.org/join or call AARP Rhode at 401-248-2663 and request a membership application. AARP’s Web site is in Spanish, too, at www.aarp.org/espanol. 

            Herb Weiss, LRI ’12, is a Pawtucket-based freelance writer covering aging, health care and medical issues.  He can be reached at hweissri@aol.com.

 

 

Internet Sex Survey Sheds Light on What’s “Normal” in Relationships

Published in Pawtucket Times, February 8, 2013

Just after the little blue tablet, Viagra, endorsed on television commercials by a former Senate majority leader and former presidential contender Bob Dole in the late 1990s, the prescription wonder drug for those with erectile dysfunction in later life literally became the talk of the town.

We began to talk a little bit more openly about our sexuality, joking about the miraculous powers of the Viagra, including Cialis and Levitra, probably with the intent to relieve our own personal discomfort of the taboo topic of sex.

But even today, this columnist still hears snickers from those who believe that older persons are asexual, and that sex is of no interest to them in their twilight years. It’s a myth, experts say, their observations supported by a recently published book and a decade worth of AARP studies on sexual attitude and practices.

Creating a New Normal for Your Relationship

Based on data obtained on the internet from nearly 70,000 respondents from the United States and around the world (with significant numbers of returns coming from China, Spain, Italy, France, England, Australia, Philippines, Hungary, Brazil, and Canada), last Wednesday Random House released, The Normal Bar: The Surprising Secrets of Happy Couples and What They Reveal About Creating a New Normal in Your Relationship.

Dr. Pepper Schwartz, Ph.D, Love and Relationship Ambassador for AARP, a Sociologist who teaches at University of Washington, and her coauthors, wellness entrepreneur Chrisanna Northrup and Dr. James Witte, Ph.D., a Sociologist who serves as Director of the Center for Social Science Research at George Mason University, teamed up to design a very unique interactive internet survey that would draw relationship data from around the world.

The researchers partnered with AARP, American on Line, the Huffington Post and Reader’s Digest, who encouraged tens of thousands to take the project’s innovative internet survey.

Dr. Schwartz and her co-researchers, took a look at what constitutes “normal” behavior among happy couples and outlined what steps you should take if that “normal” is one you want to strive for. They believe that their study gives the “clearest picture yet of how well couples are communicating, romancing each other, satisfying each other in the bedroom, sharing financial responsibilities, and staying faithful.”

Since the Normal Bar survey methodology sorts for age and gender, racial and geographic differences and sexual preferences, the authors were able to reveal, for example, what happens to passion as we grow older, which gender wants what when it comes to sex, the factors that spur marital combat, how kids figure in, how being gay or bisexual turns out to be both different and the same, and –regardless of background — the tiny habits that drive partners absolutely batty.

The book provides revelations to the reader, from the unexpected popularity of certain sexual positions, to the average number of times happy – and unhappy — couples kiss, to the prevalence of lying, to the surprising loyalty most men and women feel for their partner (even when in a deteriorating relationship), to the vivid and idiosyncratic ways individuals of different ages, genders and nationalities describe their “ideal romantic evening.”

Much more than a peek behind the relationship curtain, The Normal Bar offers readers an array of prescriptive tools that will help them establish a “new normal” in their relationships. Mindful of what keeps couples stuck in ruts, the book’s authors suggest practical and life-changing ways for couples to break cycles of disappointment and frustration.

AARP Article Zeros in On Older Couples

The Normal bar survey findings in this recently released book, drawn from responses of 8,000 survey respondents who are over age 50, were published in the February/March issue of AARP The Magazine in an article, penned by Northrup, Drs. Schwartz and Witte, entitled Sex at 50+: What’s Normal? Among the findings reported in this AARP article:

Thirty two percent of men and 48% of woman do not hug their partner in public. The researchers believe that public displays of affection (PDA) positive impact relationships. Sixty eight percent now showing PDA are unhappy or slightly happy with their partner. A whopping 73% of the happiest couples can’t keep their hands off each other in public and do so at least once a month.

Meanwhile, 78% of the couples admit they hold hands at least some of the time. However it seems to be the younger pairs, because among all the couples who have been together for over 10 years, more than half say they no longer hold hands.

“I love you,” just three little words said often may just spice up your relationship. The researchers found that among the happiest couples, 85% of both men and woman said those words at least once a week. It’s a male thing – more than 90% of men tell their partner “I love you” regularly while only 58% of the woman do so.

The researchers found that 74% of the happiest couples will give their partner a passionate smooch. Thirty-eight percent of all age 50 plus couples do not passionately kiss. Kissing can be the connector between each partner, note the researchers.

Thirty-one percent of the aging baby boomer couples have sex several times a week while only 28% have sex a couple of times a month. Around 8% have sex just one time a month.

Forty-seven percent of woman praise their partner’s appearance regularly in comparison to 55% of men. The study’s findings reveal that praise is important for a couple’s happiness.

Thirty-two percent of the couples give a thumbs down to date nights. Eighty-eight percent of the happiest couples spend time alone together. The researchers recommend that you go out twice a month to “maintain the sense of closeness.”

Thirty-three percent of the respondents report they rarely or never have sex. However, even among the happiest couples, a whopping one-fourth don’t do it.

Dr. Schwartz believes that the most important observation made from the study is that sexuality is important throughout one’s lifespan. “People have to take care of their relationship and not put it on automatic pilot,” she says.

Bringing Sexuality Out of the Closet

With the graying of America’s population, it is now time to bring senior sexuality out of the closet. We must accept the fact that sexuality continues throughout the human life-span, and encompasses more than just intimate sexual intercourse. It also includes cuddling, a tender kiss, a light touch on the shoulder, or holding hands, as noted in The Normal Bar.

A well-known song, “As Time Goes By,” reminds us sexuality is to be experienced by both young and old. “You must remember this, a kiss is just a kiss, a sigh is just a sigh, the fundamental things apply, as time goes by.”

For more info about The Normal Bar, to take the Normal Bar survey or to purchase the book, go to http://www.thenormalbar.com.

Herb Weiss, LRI ’12, is a Pawtucket-based freelance writer covering aging, health care and medical issues. He can be reached at hweissri@aol.com.

Older Voters Talk Turkey to Congress

Printed October 26, 2012, Pawtucket Times 

            Even the Presidential election less than two weeks away, registered voters across the nation should exercise their Democratic right to vote.  Since the beginning of July local and state political candidates attended hundreds of public events scattered throughout the OceanState, passing out campaign literature, putting up signs throughout their legislative districts, along with distributing bumper stickers to promote their candidacy on their supporter’s vehicles. .

             During this current election cycle AARP moved to push Congress to address the major issues surrounding Social Security and Medicare, gathering opinions from millions of Americans in thousands of communities across the nation. 

            “People of all ages and across party lines believe Medicare and Social Security are critical to the health and retirement security of older Americans and yet all voters are hearing from the candidates about these programs are attack ads and 30-second sound bites,” says AARP Rhode Island State Director Kathleen S. Connell. “The next President and Congress could determine the future of Social Security and Medicare. Voters want and deserve to know where the candidates stand.”

Setting the Record Straight. 

            Last March, AARP, the nation’s largest aging advocacy group and its state groups, unrolled a new initiative to educate voters about the nation’s two largest domestic programs, Social Security and Medicare and to gather their thoughts to forward to decision makers inside the Washington Beltway.  

            Following its national headquarters’ lead, AARP Rhode Island geared up its final phase of its “You’ve Earned a Say,” initiative, an effort to gather grassroots feedback from “Outside the Beltway” to bring to Congressional lawmakers as they continue their heated debates as to how to bolster the solvency of the nation’s Social Security and Medicare programs.  The educational initiative was created to fuel conversations at the state and national levels to ensure that workers in every state, who have faithfully contributed into Medicare and Social Security Programs, had a direct say in the future reforms of these programs.

            AARP Rhode Island reached out to 130,000 Rhode Island members and its Washington, DC headquarters, to nearly 40 million members to raise awareness of the “You’ve Earned a Say” initiative.  It’s website, www.earnedasay.org, provided both factual and straightforward information as to policies that are being considered and enabled a person to share their ideas with Congress and those running against Congressional incumbents, as how to strengthen these programs. 

            So far, AARP’s educational initiative brought over 3 million people into this conversation on Medicare and Social Security and held over 3,000 events.  At the local level, AARP Rhode Island staff met over 4,000 aging baby boomers and seniors who shared their concerns about the future of these programs. 

            According to Connell, AARP’s “You’ve Earned a Say” initiative was created to bring balanced information to voters — both the pros and the cons — about the policy options being debated during the upcoming Presidential and Congressional elections for both programs. 

            Earlier in this summer, AARP released a series of national surveys on the opinions of voters ages 50 and over, which found that these voters overwhelmingly think the candidates have not done a good job of explaining their plans on Social Security (67%) and Medicare (63%). Voters 50-plus – across party lines – say that getting more information on the candidates’ plans on Social Security (72%) and Medicare (70%) will help them determine their vote on Election Day on Tuesday, November 6, 2012.

            Through the reports and ongoing You’ve Earned a Say events, AARP worked hard to elevate the voices of Rhode Island voters and provide them with nonpartisan information about candidates’ positions on issues important to aging baby boomers and seniors.  In August, AARP launched the “You’ve Earned a Say: Vote for Retirement Security” 2012 Voters’ Guides featuring information from presidential, senatorial and congressional candidates – in their own words – on their own specific plans to strengthen Social Security, Medicare and financial security.

            This week, AARP Rhode Island volunteers delivered a 10 page report entitled “Rhode Islanders Have Their Say about Medicare and Social Security” to Rhode Island Members of Congress and congressional candidates.  The state-specific report conveys the opinions of over 2,100 Rhode Islanders who have participated in the AARP initiative.  National and state-specific versions of the report were also delivered to both presidential and congressional candidates in every state, as well as sitting lawmakers, so they could hear directly from their constituents about their views of how to strengthen these vital domestic programs. 

A Rhode Island Snap Shot

            Out of  2,182 respondents, 32 percent believe Social Security is “okay as is,” followed by 26 percent who only saw a need for minor fixes.    Twenty three percent of those responding believed that Congress must make major changes to the program with 19 percent seeing this domestic program in “a state of crisis.”

            As to Medicare, 26 percent of the respondents say that Medicare “is ok as is” followed by 28 believing that only minor policy fixes are need to keep it solvent.  However, a whopping 31 percent believes major changes are needed to fix Medicare, followed by 15 percent saying Medicare is in “a state of crisis.”

            Twenty eight percent say that they expect the benefits from participating in Social Security and Medicare will equal the contributions they paid while 28 percent will get less benefits.  Forty four percent believe that they might get more back from these two programs the same that they contributed.

            Thirty six percent of the respondents say that more funding is needed to maintain the same benefits while 13 percent fear that benefits will be slashed.  Forty percent expect more funding is needed to shore up the program, but expecting a cut in benefits.  Twelve percent have no opinion.

            Finally, ninety one percent of the respondents want their voice heard by Washington policy makers but 47 percent do not expect it will make a difference.  Nine percent are not interested in getting involved.

            The majority of respondents (51 percent)  called for some changes to be made now, but suggested that Congress should wait before making major changes.  They (35 percent) also believed that higher paid workers aren’t paying enough into the Social Security program and that the program should become solvent before bettered benefit are paid out (68 percent).

            Additionally, the majority (70 percent) also called for a balanced approach when making revenue and benefit changes to ensure there is retirement benefits to future retirees. Fifty five percent also supported upper income workers get higher benefits because they contributed more into the system.

            Most of the respondents (48 percent) also suggested that Congress move slow in making major changes to Medicare, only making small fixes now.   Thirty six percent  believe that the biggest challenge facing Medicare is rising health care costs.  Seventy five percent agreed that all future retirees continue to get guaranteed coverage and care as those get now.  As with Social Security, a majority (62 percent) also called for a balanced approach when making revenue and benefit changes to ensure Medicare is available to future retirees.  Forty four percent say that premiums and funding from the genera federal revenues should not be used to cover increased health care costs.

            Voting may be more difficult in this heated partisan political campaign where voters must learn to separate political rhetoric and negative innuendoes from the substance of issues.  AARP’s “You’ve Earned a Say” initiative is a successful attempt to give back power to voters, helping them become more knowledgeable about Social Security and Medicare in order to rise above negative campaigning.  Your vote must be made by understanding the facts and not be influenced by the fiction of negative attack ads.

            Herb Weiss is a Pawtucket-based freelance writer who covers aging, health care and medical issues.  He can be reached at hweissri@aol.com.