realLIFEstories
To help people gain a better understanding of the need to include insurance in their financial plans, LIFE promotes an annual client-service award program to uncover the best “realLIFEstories” — real stories of real people that illustrate how life, disability, long-term care and health insurance saved the day for families and businesses during times of great financial need. The best stories we receive are featured nationally. See the most recent stories by clicking the image to the left or by clicking here. Our website has an entire section devoted to these compelling stories. LIFE is a big believer in educating by storytelling, and we incorporate realLIFEstories into almost all of our major educational initiatives.LIFE Lessons Scholarship Program
LIFE sponsors an annual college scholarship program for college students and college-bound, high-school seniors who have suffered the loss of a parent or guardian. Students are asked to submit essays or videos that describe how losing their mom or dad at a young age affected their lives, especially the impact it had on their college plans. Qualified entrants are eligible for $125,000 in scholarship money. Our website has a section devoted to the scholarship program and we encourage you to watch and read these very moving stories. They illustrate how difficult life can become when a parent dies without adequate life insurance coverage.
Next Generation
LIFE’s Next Generation high school financial literacy program has reached more than 26 million students, more than 63,000 teachers and more than 39,000 schools nationwide since its launch in 1997. This year, LIFE partnered with Scholastic, Inc. for its newest iteration of the program which is designed to provide high school teachers with tools to educate students about the importance of proper financial planning and risk management, as well as life, health and disability insurance. Teachers can access free program through Scholastic’s website at www.scholastic.com/nextgeneration, including an array of quizzes, lesson plans and videos focused on the value of personal financial responsibility. For more information about the program visit here. Next Generation is proudly sponsored in part by ING.
Insurance Matters
Insurance Matters is a web-based insurance education program designed to supplement the tools and teaching techniques that community college professors use to educate their students about important risk management and insurance planning concepts. Funded through a generous grant from the US Department of Education, the program was developed by LIFE, in partnership with Somerset Community College (Kentucky). Insurance Matters covers all of the major types of insurance: life, disability, health, auto, homeowners and long-term care insurance. Access the program at www.whyinsurance.org.
Awareness Campaigns
Public Service Announcements
Each year, LIFE distributes two sets of PSAs to thousands of radio stations across the country. Our Life and Disability Insurance PSAs generate hundreds of millions of media impressions. The 15, 20, 30 and 60-second PSAs are broadcast tens of thousands of times and would have cost roughly $2.5 million if LIFE had to pay for that air time. Our PSAs feature commentary from LIFE’s insurance experts as well as everyday people who benefited from insurance at times of great financial need.
Consumer Marketing Materials
Each year, millions of Americans are exposed to LIFE’s growing collection of print and multimedia marketing tools. LIFE’s materials are used by thousands of producers, who like that the information comes from an unbiased, third-party source and is communicated in accessible, easy-to-understand language. Visit our online product catalog for a listing of our materials.Advertising
LIFE’s national advertising reminds Americans that no one knows what the future holds, and urges people to safeguard their families’ financial futures with adequate life insurance coverage. LIFE’s print ads feature real stories of everyday people who lost a loved one but were able to move forward financially because their loved one had life insurance. All of the print ads carry LIFE’s signature headline, “Life insurance isn’t for the people who die. It’s for the people who live.” Last year, LIFE entered the world of digital advertising with its first-ever banner ad which created nearly 27 million media impressions during September 2007. This year, LIFE will be running it again plus a brand new ad that is also interactive. In past years, LIFE has advertised on television as well. LIFE’s most recent television commercial tells the realLIFEstory of Sarah Lewis and her three children. LIFE also has advertised on radio. Our hard-hitting radio commercials ask consumers to consider how their loved ones would manage financially if they were suddenly out of the picture.
Media Relations
LIFE conducts continuous outreach to the consumer news media to help make sure that coverage of our industry’s products and people is fair, balanced and informative. Throughout the year, LIFE supplies the nation’s top personal finance journalists with story ideas and access to our diverse roster of spokespeople. LIFE’s media outreach efforts have resulted in hundreds of millions of media impressions. The coverage we help generate includes placements in such leading news outlets as The Wall Street Journal, New York Times, USA Today, Washington Post, Associated Press and Money magazine. LIFE also targets the Hispanic and Chinese media, both of which have been appreciative of our outreach and receptive to our messages. Share this
