2017 Martin Luther King Jr. - Black History Month Integrated Campaign

While AARP strives to develop a year-round appreciation of Black history, life and culture, February is officially Black History Month (BHM), and this year, AARP was excited to begin the celebration with the observance of Dr. Martin Luther King, Jr.’s birthday. Our campaign began on January 9th, the week prior to Martin Luther King Jr. Day (MLK), and continues through March 3, closing out the last week of February.

 

Background
Martin Luther King, Jr. Day (officially Birthday of Martin Luther King, Jr.) is an American federal holiday marking the birthday of Martin Luther King, Jr.  It is the first national holiday honoring an African American and is observed on the third Monday of January each year.  King's official birthday is January 15. To learn more about the meaning and history of this holiday, visit The King Holiday available online at The King Center.

Black History Month, also known as African-American History Month in America, is an annual observance in the United States, Canada, and the United Kingdom for remembrance of important people and events in the history of the African diaspora. It is celebrated annually in the United States in February. To learn more about the meaning and history of this holiday, visit The Origins of Black History Month available online at The Association for the Study of African American Life and History.

 

Theme
The theme for this year's campaign "Firsts After 50," acknowledges and celebrates the unsung historical figures and contemporary African Americans and Blacks who have achieved extraordinary accomplishments at age 50 or older

 

Goals
Celebrate

• Acknowledge/celebrate the life of Martin Luther King, Jr., with special emphasis on the “firsts” of his life and work
• Acknowledge/celebrate African Americans/Blacks with exceptional accomplishments achieved at 50 years of age or older.

Educate

• Promote AARP resources and opportunities for African Americans/Blacks related to financial resilience, specifically work & jobs, savings & planning, and/or social security.
• Promote AARP resources and opportunities for African Americans/Blacks related to personal fulfillment, specifically inclusion & positive self-image and/or volunteerism.

Motivate  

• Increase AARP membership, particularly among African Americans/Blacks.

 

Create the Good Dream Builders Contest
The Create the Good Dream Builders Contest invited the general public to submit a video entry, between January 16 - February 7, about a “dream” volunteer project they were currently working on or wanted to carry out in their community in collaboration with a non-profit.   The entries will be narrowed down by an internal panel of judges, and then the grand prize winner and three finalists will be determined by a public vote. Visit here to cast your vote between February 15 and 28 .  The non-profit organization cited in the grand prize winning entry will receive a $2,500 donation to help support his or her dream project. The non-profits named by three finalists will receive $500 donations each to help build their dreams as well.

 

AARP Drivers Safety Promotion
In recognition of Black History Month, AARP Driver Safety is offering a 30% discount on the award-winning AARP Smart Driver online course throughout the entire month of February. You can refresh your driving skills, and have a chance to qualify for a multiyear discount on your car insurance!
* Visit http://www.aarpdriversafety.organd use promo code VOICES. Offer ends February 28.**