the SAGE initiative

Sage (an initiative put forth by the AARP) would seek to disrupt negative attitudes toward sex and age, and empower adults to maintain healthy sex lives as they grow older.

The Idea

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MESSAGING

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MANIFESTO



POSTERS

PUBLICATION

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MAGAZINE TAKEOVER:
In this special edition of the AARP’s flagship publication, we include feature articles that focus on our subject matter, as well as a Mad Lib style tear-out, which encourages seniors to converse with their doctors in regards to their sexual health.



TEAR-OUT ZINE:
A zine tucked within the issue’s centerfold opens up into a poster of kama sutra positions recommended for an aging demographic (representative of realistic couples).  

EXPERIENTIAL

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THE SAGE MOBILE:
She’s a 1962 Volkswagen Camper Van that’s still got some bounce left in her seats. It’s a fitting medium to mobilize our message, and would make appearances at AARP-sponsored block parties across the country. 

MERCH

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BRANDED COLLATERAL:
At activation events, the Sage Initiative will educate older adults and advocate on their behalf by providing collateral – from the utilitarian (branded condoms), to the subversive (redesigned granny panties), to the fun (custom aphrodisiacs).





Copywriter: Dixon Muller
Experience Designers: Megan Reilly and Ray Zhang