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Even Fruit Flies Know the Importance of Life Insurance

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Fruit flies that promote the virtues of life insurance. Whouda thunk it?

The LIFE Foundation, naturally.

Fruit flies Frank and Fran are the nonprofit LIFE Foundation’s newest spokespeople, such as they are. Fruit flies are notorious for their short life spans, so they know there’s no time like the present to protect the futures of the ones they love.

It’s all part of LIFE’s 2012 “Insure Your Love” awareness campaign, designed to encourage producers to help people protect the ones they love with life insurance throughout the Valentine’s month of February.

While it all too often falls on deaf consumer ears, there’s plenty of logic to the campaign. Instead of showering their wives with traditional fleeting Valentine’s Day gifts like flowers, chocolates or a romantic candlelit dinner, responsible, caring husbands (and wives) ought to consider expressing their love through the purchase of a life insurance policy. Now that’s a gift with substance.

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This is the fourth year that LIFE has coordinated Insure Your Love on behalf of the insurance industry. It provides producers an opportunity to reach out to people in their communities and remind them about the main reason to own life insurance: because they love people and want to protect them financially.

“A life insurance purchase lets loved ones know that you care so much that you’ve made plans to provide for them, even after you’re gone,” says Marvin H. Feldman, CLU, ChFC, president and CEO of the LIFE Foundation. “That’s a message that LIFE will be delivering throughout the month of February, and we’ve created lots of great marketing resources to help producers share the Insure Your Love message with their clients and prospects.”

To assist producers in assembling their own Insure Your Love marketing plans, LIFE offers a free Insure Your Love Producer Planning Toolkit ( The toolkit includes a detailed marketing guide, producer fact sheet, customizable approach letters, marketing flyers, videos, social-media assets, love-themed merchandise and more. You’ve got Frank and Fran delivering their life insurance messages in a series of web videos that can be found on LIFE’s Facebook fan page (, its YouTube site ( and the microsite. Producers are encouraged to use these humorous videos to engage their clients and prospects in serious conversations about protecting the ones they love with life insurance. Additional information about how to make use of the videos and other fruit-fly marketing resources can be found in the Online + Digital Resources section of the Producer Planning Toolkit.

Since the LIFE Foundation won’t be spending $3.5 million on a 30-second Super Bowl ad anytime soon, I applaud the organization’s continued efforts to raise consumer awareness of the need for life insurance protection by offering these free tools for producers. It’s up to you to utilize them.