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LIFE Organizes 2006 Campaign

by Staff Writer

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The Life and Health Insurance Foundation for Education is starting to work with life insurance companies and trade groups to plan the next Life Insurance Awareness Month.

In September 2006, LIFE, Washington, hopes to reach out to Spanish- and Chinese-language media outlets as well as to English-language publications.

In 2005, LIFE hired the actor Marilu Henner, who played Elaine in Taxi, to serve as the life awareness month spokeswoman. Henner, whose father died when she was a child, participated in 30 radio and television interviews discussing the importance of life insurance.

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LIFE also spent $2.5 million on print and radio advertising. The ads appeared in publications such as Newsweek, TIME, Parents, Child and Ser Padres magazines.

The U.S. House and Senate passed resolutions recognizing September as Life Insurance Awareness Month, and 27 governors and the mayor of the District of Columbia took similar action in their respective jurisdictions, LIFE says.

Although 83% of insurers participating in the awareness program sponsored programs aimed at producers, only 68% sponsored marketing programs or other programs aimed at consumers, LIFE says.