LIFE Programs

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.

LIFE Print Ads

LIFE Banner Ad - Ring


LIFE Banner Ad - Tree

LIFE TV Commercial

LIFE Radio Commercial

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. 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 $25,000 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

Next Generation: Insuring Your Future is a multimedia insurance education program designed to educate high-school students about the basics of life, health and disability insurance, as well as financial planning fundamentals. Since its introduction in 1997, the program has been incredibly successful, reaching more than 23 million students. Watch this promotional video for an overview of the current program. To stay current with today’s national educational content standards and teaching methodologies, LIFE is working on the 3rd Edition of the program, which will be introduced in schools in the fall of 2008. It will be a DVD and website-based program, featuring a wealth of new content and interactive features.

If you are an educator and are interested in using the new program with your students, click here to pre-register.

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.

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. In 2007, LIFE’s media outreach efforts resulted in hundreds of millions of media impressions. The coverage we helped generate included placements in such leading news outlets as The Wall Street Journal, New York Times, USA Today, Washington Post, Associated Press and Money magazine. For the September Life Insurance Awareness Month campaign, LIFE retained former Saturday Night Live star Molly Shannon to serve as the industry’s spokesperson and she helped deliver our messages on television and radio stations across the country. LIFE also targets the Hispanic and Chinese media, both of which have been appreciative of our outreach and receptive to our messages.

Public Service Announcements

Each year, LIFE distributes two sets of PSAs to thousands of radio stations across the country. In 2007, our Disability Insurance PSAs generated 177 million media impressions and our Life Insurance PSAs garnered 98 million impressions. Our 15, 20, 30 and 60-second PSAs were broadcast tens of thousands of times. It 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.

                                                                                    

2008 DIAM PSAs			2008 LIAM PSAs
Cliff Defore	Marshall Gifford		Overcoming the Cost Excuse	Overcoming Major Excuses

                 

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 or download a PDF copy.

Awareness Campaigns

To make sure consumers get reminded of the need to include insurance in their financial plans, each year LIFE coordinates two industry-wide awareness campaigns: Life Insurance Awareness Month (observed in September) and Disability Insurance Awareness Month (observed in May). These campaigns enjoy broad-based industry support, and serve as an excellent platform for LIFE to deliver its educational messages and for companies and agents to help people secure needed insurance coverage. Learn more about these campaigns at the LIAM and DIAM sections of our site.