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Foundation Kicks Off Life Awareness Month

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The Life and Health Insurance Foundation for Education, Washington, is spending $2.5 million to make September “Life Insurance Awareness Month.”

The nonprofit group is using print and radio advertising, radio public service announcements, and a special advertising section in Newsweek to educate consumers about the importance of life insurance and related products.

The Newsweek section will present “realLIFE stories” about the value of insurance benefits.

More than 50 companies and associations are supporting the Life Insurance Awareness Month program.

Organizers of the Life Insurance Awareness Month program came face to face with the risk of unexpected death in May. William Howard, an insurance publisher who served on the realLIFE stories selection panel, died in flight that month while returning to his home in Oregon from a realLIFE panel meeting in New York.

James Krueger, president of GAMA International, Falls Church, Va., has put out a statement saying agents have to do a better job of reaching consumers.

“Even people who have indicated that they would buy life insurance have not been approached by an agent,” Krueger says. “As field leaders, it is our responsibility to address this critical issue.”