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LIFE: Educational Effort Paid Off

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NU Online News Service, Nov. 29, 2004, 5:13 p.m. EST

Organizers of Life Insurance Awareness Month say they are happy with the effects of the promotional campaign.[@@]

The Life and Health Insurance Foundation for Education, Washington, the group that spearheaded the campaign initiative, worked to make September a time to educate consumers about life insurance and related products.

More than 100 life insurers and at least 13 trade groups participated in the campaign, LIFE says.

Organizers spent $2.5 million on national print and radio advertising, and they also launched a major public relations effort.

The print campaign included an 8-page section in Newsweek and an 11-page section in Time.

The American Council of Life Insurers, Washington, got air time in several large media markets by distributing a video news release about the value of human life, and the National Association of Insurance and Financial Advisors, Falls Church, Va., conducted 2 radio media tours and distributed a series of 4 articles about life insurance that appeared in many small weekly and daily newspapers, LIFE says.

Organizers of this year’s awareness month already are starting to plan another awareness month for September 2005, LIFE says.