Educational content and nationwide digital outreach helping Hispanic families understand Medicare during Open Enrollment, on behalf of AARP.
Prepared for Xavier Vaughn & Veronica Segovia Bedon · AARP
A joint Medicare and caregiving education effort, timed to Open Enrollment (October 15 to December 7), focused on three things Hispanic families should know:
Goals: impressions and reach nationwide, with traffic driven to AARP's resources in English and Spanish. AARP reviews and approves all content before publication.
The person who navigates Medicare for a Hispanic family is usually a working-age, bicultural family member handling the process for a parent, an aunt, a grandmother. Most never use the word caregiver; they are simply being a daughter, a son, a niece. They are younger than caregivers in any other group, they navigate the system with fewer places to turn for guidance, and they reach for information in Spanish first.
Our 2025 Medicare program with AARP showed how these families behave: video earned roughly three times the click-through rate of static content, adults 65 and older drove about half of all link clicks, and women drove about two thirds of all engagement. The people who research and the people who share sit in the same household.
So the creative meets them in the role they recognize: real stories, told in a documentary style and filmed in person, with every piece routing to AARP's resources.
| Deliverable | Detail |
|---|---|
| 4 educational videos | Story-driven videos, potentially including spokespersons, experts and caregivers approved by AARP. Filmed in person, ranging from 1 to 3 minutes. |
| 4 educational carousels | Native visual pieces covering the program's three pillars. |
| 6 weeks of sponsored educational content | Featured educational content in Tiempo Signals, our national newsletter, one placement per week for six consecutive weeks. |
| Nationwide digital distribution | Digital outreach across Meta with refined Hispanic audience precision and weekly optimization, driving traffic to AARP's English and Spanish resources. |
| Audience insights readout | Delivered to AARP before production: how Hispanic families describe the caregiving role, the language that resonates and the language to avoid, and what moves them to act. |
| Measurement and reporting | Performance reporting during the flight and a full final report against program goals, including audience learnings to inform AARP's 2027 planning. |
| When | What happens |
|---|---|
| August – September | Content creation: participant selection, insights readout, filming, editing, and AARP approval of all content. |
| October 1 | Program launches, educating families ahead of Open Enrollment. |
| Oct 15 – Dec 7 | Full outreach through Open Enrollment, with weekly optimization. |
| By December 18 | Final report and forward-looking recommendations delivered. |
Period of performance: from the signed scope of work through December 18, 2026, covering content creation, distribution and final reporting.
| Contracting entity | MasTV / El Planeta LLC, AARP supplier ID SUP0001930. |
| Payment | Invoiced in full at the start of the program. Payment due net 30 from receipt of invoice, which will reference the AARP purchase order number. Payment by ACH or check. |
| Production | All content is created by Tiempo's human writers, videographers, editors and designers. No generative AI is used in any asset delivered for publication. |
| Approvals | Two consolidated rounds of feedback per deliverable, within ten business days of each draft. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Delivery | Guaranteed impressions and reach assume a full flight from October 1 through December 7, and are measured in platform reporting and reconciled in the final report. Any shortfall is fulfilled with additional delivery at no cost to AARP. If content approvals shift the launch date, guaranteed delivery is adjusted proportionally to the resulting flight. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |