New York Life Insurance Company is running an ad design contest linked tothe idea that life insurance is a selfless gift.

Contestants are asked to create advertisements using New York Life’s blue box logos.

Creators of the 10 winning ads will receive a $100 donation to the charity of their choice, New York Life says.

The deadline for submissions is Aug. 31.

New York Life will pick the winning ads in September and feature them on its Web site during Life Insurance Awareness Month.