Guardian Life Insurance Company of America has enlisted Warrick Dunn, a running back for the Atlanta Falcons, in an effort to tell Americans about life insurance and financial planning.

Dunn went on a radio media tour Tuesday to help Guardian, New York, drum up attention for Life Insurance Awareness Month.

Dunn’s mother died when he was 18, leaving him in charge of rearing 5 younger siblings.

Dunn later set up a nonprofit group, the Warrick Dunn Foundation, that helps single mothers strive for financial independence and security.

Guardian notes that Dunn’s media tour coincides both with the start of the National Football League season and with the start of employee benefits season at many employers.