LIFE Keeps Pushing, Plans Big Campaign Next September

As a nonprofit organization funded by life insurance companies and industry associations, the LIFE Foundation has had some difficult times in the current cost-cutting economic environment. But even so, its president, David Woods, feels the organization continues to fulfill its mission to educate the public on the importance of life insurance.

The amount of educational material shipped out by LIFE to companies and agents in the field has more than doubled from the previous year, Woods estimates.

“Our material is getting out to the public and being used in a public information way,” he says. “And all this at a time when the industry has been in consolidation mode.”

Looking ahead, Woods says LIFE will continue to work closely with other major industry associations to help spread the message that the industrys products are very important to the public.

In an effort to help raise public awareness, the LIFE Foundation is in the process of coordinating an industrywide initiative to declare next September as “Life Insurance Awareness Month.”

“LIFE will focus a lot of its advertising budget and media relations activity during the month of September, and many companies will tie into the hype,” says Woods.

The group planning this media campaign consists of representatives from all industry organizations as well as representatives from several major life insurers, he says.

Barry Higgins


Reproduced from National Underwriter Life & Health/Financial Services Edition, December 19, 2003. Copyright 2003 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.