Embrace Your Inner Dragon Lunar New Year Campaign

This campaign redefined aging in the AAPI community by celebrating Lunar New Year and the Year of the Dragon with a vibrant social campaign. Showcasing AAPI dancers with over 150 years of collective experience—including performers from iconic music videos like Smooth Criminal and Work It—the campaign highlighted strength, vitality, and joy in later years. Weekly video content, strategic partnerships, and sweepstakes drove engagement, resulting in 10,000 new AARP registrations, 10,000+ newsletter subscriptions, and 1.5 million social impressions—exceeding benchmarks by over 36,000 and reinforcing AARP’s commitment to culturally resonant storytelling.