To boost African-American participation in the AARP, the association is partnering with TV One and One Solution on a branding initiative targeting African Americans who are 50 years and up.

The campaign — which will premiere during TV One’s broadcast of the 46th Annual NAACP Image Awards on Friday, Feb. 6, at 8 p.m. ET — features actress Holly Robinson Peete and Entertainment Tonight Co-Anchor Kevin Frazier. One Solution, the cross-platform brand sales and integrated marketing division of TV One parent Radio One, Inc., is producing the campaign.

“We’re excited to work with TV One and One Solution to promote The New 50 and utilize their keen knowledge of this community,” said Edna Kane-Williams, AARP VP for multicultural markets and engagement, in a statement. “Collectively, our mission is to encourage African Americans to embrace the idea that our greatest personal dreams and possibilities are not limited by age.”

“These motivational spots will effectively reach across the country to let African Americans know that many people just like themselves, who are finding unparalleled success post-50, can be further empowered by the tools a relationship with AARP can provide,” said One Solution President Detavio Samuels, also in a statement.

Each of the vignettes is designed to inform the 50-plus African American audience that today’s AARP provides a plethora of valuable benefits that support and embrace their active lifestyles across such categories as entertainment, philanthropy, travel and careers. Following the initial broadcast window, AARP intends to further use the campaign to engage the African American community across its digital and social media platforms.

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