As copywriter for AARP’s Member Benefits campaigns, I collaborated directly with clients to develop and present monthly content calendars that highlighted a wide range of partner brands including Valvoline, Expedia, Target, Denny’s, Trust & Will, Fetch Vet Care, and more. Led copy development and creative ideation across campaigns, crafting approachable, lifestyle-driven messaging that seamlessly integrated member savings while aligning with AARP’s voice and mission.
Fetch
Goal: Develop a versatile content series for AARP that highlights member benefits in a way that feels modern, approachable, and empowering while spotlighting savings that also promote wellness and everyday joy.
End Result: Concepted and wrote copy for the Happy & Healthy series, including a Fetch Vet Care collaboration video featuring the subtle, dignified portrayal of an older member caring for his pet. The campaign delivered on AARP’s mission to celebrate members’ lifestyles while naturally integrating valuable benefits.
Skills Featured: Concept development, copywriting, client presentation, on-the-fly editing, content strategy.
Trust&Will
Goal: Highlight AARP member benefits through content that makes estate planning feel accessible, reassuring, and emotionally grounded rather than intimidating or transactional.
End Result: Wrote and concepted copy for AARP’s collaboration with Trust & Will, helping position estate planning as an act of care and preparation for loved ones. The campaign balanced sensitivity and clarity while naturally integrating the member benefit into relatable, lifestyle-driven storytelling.
Skills Featured: Copywriting, concept development, brand messaging, client presentation, content strategy.
Denny’s
Goal: Promote AARP member savings through a culturally relevant food partnership that felt lighthearted, social, and organically tied to members’ everyday routines.
End Result: Developed copy and creative concepts for AARP’s collaboration with Denny’s, spotlighting a featured menu item while seamlessly integrating member discounts and dining benefits. The content leaned into warmth, familiarity, and everyday enjoyment to keep the partnership feeling authentic and approachable.
Skills Featured: Copywriting, campaign messaging, partnership marketing, content strategy, creative ideation.