Celebrating 90 years of Social Security and making sure New Yorkers fight to protect it
Alerta executed the New York chapter of AARP's national "I Earned My Slice" Social Security anniversary campaign. We took the campaign into the streets of New York, recorded real interviews with real people, and brought it to life across 15 pizza pop-up shops to celebrate the...
The Challenge
Social Security turned 90, a milestone worth celebrating, but also a moment to remind Americans of what is at stake. For many New Yorkers, especially Hispanic and multicultural communities 50+, Social Security is the foundation of financial stability in retirement. Yet its future is often misunderstood or taken for granted. AARP needed to educate New Yorkers about the program, celebrate its legacy, and inspire genuine civic engagement to protect it.
The Solution
Alerta executed the New York chapter of AARP's national "I Earned My Slice" Social Security anniversary campaign. We took the campaign into the streets of New York, recorded real interviews with real people, and brought it to life across 15 pizza pop-up shops to celebrate the anniversary. We captured footage of landmark light-ups across the state (39 total), collaborated with a local influencer whose authentic connection to the mission drove exceptional engagement, and delivered social content, paid media, and event coverage that together generated a total reach of 314 million and 190 official proclamations recognizing Social Security Day.
Campaign Content
Static Content · Social & Print
How We Did It
Street interviews and real Stories
We took cameras into New York City and recorded real New Yorkers talking about what Social Security means to them. Authentic voices, real faces, real impact, not scripted testimonials.
Local influencer collaboration
The result was content that felt genuine to their audience and drove strong engagement at an efficient cost.
15 pizza pop-up activations
We covered AARP's anniversary pizza pop-up shops across New York, creating content that brought the celebration to life on social media and connected the community to the campaign in a warm, accessible way.
Landmark light-up coverage
We captured 39 landmark light-ups across New York State, turning a visual spectacle into shareable social content and earned media, extending the campaign far beyond paid channels.
314 million total reach
188K people reached through street interview social videos.91K+ people reached through influencer collaboration.120 media mentions.190 proclamations officially recognizing Social Security Day.
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