Photo by Raelene Mercer.

Life settlement provider company The Lifeline Program is hoping Betty White (and some beefcakey men) is “hot” enough to burnish the industry’s negative image. The company is releasing “I’m Still Hot,” an online music video featuring White and pop star Luciana, on Oct. 11 to help raise awareness about life settlements. Lifeline says the video could go viral, thanks to syndication tactics, some social media tie-ins and the advance buzz it’s received everywhere from “Access Hollywood” to Fox News.