Prudential Financial Inc. has developed a long term care insurance marketing campaign that will focus on group sales to people who are lesbian, gay, bisexual or transgender.

The Human Rights Campaign, Washington, has agreed to offer a plan from the program, says Prudential, Newark, N.J.

GLBT consumers are less likely than other consumers to have children who can provide informal long term care, and, when they use Medicaid nursing home benefits, they may have trouble protecting homes or other assets shared with same-sex partners, Prudential says.

Double Platinum L.L.C., New York, a marketing firm, helped Prudential set up the GLBT campaign.

Services and Advocacy for GLBT Elders, New York, an advocacy organization, worked with Prudential to develop a training program for financial advisors with an interest in the GLBT long term care insurance market.