AARP
AARP Presents the Stonewall Riots: 40 Years Later, A Milestone Anniversary

AARP is not the first source that comes to mind for anniversary coverage of the historic 1969 protests in New York City that ignited the Gay Rights movement. But the brand’s comprehensive package on the Stonewall Riots celebrated a generation’s important presence and addressed an underserved segment of the senior population. The ambitious, multi-platform project also underscored AARP’s own editorial presence beyond the printed page.

AARP created an online home for the Stonewall Anniversary that showcased the range of multimedia content the organization now offered. A nine-minute video documentary chronicled the event with surviving footage and contemporary interviews of participants and historians around the Stonewall Anniversary. Audio interviews, photo essays and timelines and written essays offered a fully rounded multimedia presentation that also promoted “AARP TV” and “AARP Radio.”

The content itself demonstrated editorial acuity and the high production values of traditional offline media. Launched in June 2009, the site became a testament to the Gay Movement and an important reminder that the Gay, Lesbian, Bisexual and Transgender (LGBT) population is a part of the aging American population, and that it brings diversity of experience into the culture of retirees.

Over 20,000 people visited the large collection of content at the site. With a deft content package, the organization helped expand our view of AARP and of the retiring population.

Honorable Mentions:

Bicycling.com – 2009 Tour de France Coverage: The Rodale brand continued its wall-to-wall, real-time, day-by-day coverage of cycling’s greatest annual event by bringing us a massive package of videos, podcasts, backgrounders and even bike profiles. It was exhaustive coverage of an exhausting event.

Sports Illustrated – “Sources tell SI Alex Rodriguez tested positive for steroids in 2003”: Journalists Selena Roberts and David Epstein not only broke news but broke some of the many myths about baseball itself with this expose of A-Rod’s steroid use. It became a game-changing story that attracted over 670,000 unique visitors.

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AARP
AARP Presents the Stonewall Riots: 40 Years Later, A Milestone Anniversary

Honorable Mentions: