AARP, formerly the American Association of Retired Persons, is a nonprofit membership organization of people age 50+ dedicated to enhancing quality of life for people of all ages-it is one of the most powerful lobbying groups in the United States with over 38 million members.

During Congress' deliberation on legislation for Medicare reform and increased coverage for uninsured children, AARP turned to Element to devise an online strategy to secure a drumbeat of grassroots support of the bill and pressure specific members of Congress to vote for it.

Element produced an emotional and aggressive online video and conducted a targeted online ad campaign to strategic news sites and blogs, moving constituents of specific Congressional districts to watch the video and contact their elected officials via the AARP website.

The campaign helped drive over 40,000 people to sign an online petition urging congress to pass the bill. In the span of four days, the video had been watched over 13,000 times, the most viewed online video in the organization's history.