Black History Month has a tendency to look backward, celebrating the people who shaped culture and history. But what about the people still shaping it?

AARP wanted to celebrate Black artists 50+ who continue to create, influence, and make lasting change within their communities.

The audience wasn't looking to be defined by their age. They were defined by what they were still doing with it.

The opportunity was to challenge the idea that an artist’s most important work happens early in their career. Experience doesn't mean you've stopped creating. If anything, it gives you more to say.

For the :30 campaign spot, I helped tell the stories of Black artists 50+ who are still making their mark, shifting the conversation around aging from what’s behind you to what you’re still building. In addition to that, I wrote a series of print ads and social media assets to promote the campaign and reinforce its messaging.

​

​

Separately, I developed social copy for AARP’s Black community pages across Facebook and X. The work spanned a range of topics relevant to Black audiences 50+, from health, beauty, and history to the interests, experiences, and everyday lives of people over 50. I also wrote promotional copy for AARP’s Real Conversations series, helping bring the brand’s programming and conversations to social.