Why life? It’s a good question.

When news hit that life insurance ownership was at a 50-year low, it was only natural our industry would take notice. What were we going to do about it?

Like so many parents, I am committed to helping my child grow into a strong, happy adult. I know there are others who want the same for their children but may not have heard the message about how life insurance can help them.

Having worked closely with financial professionals for more than a decade, I have seen and heard the impact life insurance protection can have on families day after day.

How could we at MassMutual share that knowledge more broadly? We chose to speak out in new ways and change the conversation with our Why Life? campaign. (For more on the effort, see “Why, Indeed?”)

Video is the medium we selected to highlight life insurance’s key benefits from the next generation’s point of view. They are messages that aim to diffuse objections, apathy and fear by showing kids taking control of the discussion, questioning a life insurance agent and quizzing adults on their knowledge.

Social media, such as Facebook or Twitter, is a natural vehicle to reach out and engage people in a discussion about the inevitability we all face, a subject that is sometimes difficult to bring up.

Our “Kids Take Charge” message makes the topic more approachable and serves as a reminder that life insurance is all about protection and our future.

In the first three days of the launch, we’ve added hundreds of Facebook fans and are seeing a higher level of engagement than ever before. People are “liking” and “sharing” the videos with their families and friends, and they’re commenting on how they find the information valuable.

I didn’t have to look too far to see we had struck a nerve. My thirteen-year-old daughter commented, “It’s about time you did something interesting.”

It’s all about the kids, and mine took notice.

Marie Politis is vice president of online experience at Massachusetts Mutual Life Insurance Company (MassMutual).