The American Association for Long-Term Care Insurance (AALTCI) is gearing up for a fourth annual attempt to win over consumers who are making active efforts to prepare for the future.

AALTCI, Westlake Village, Calif., will be running a full-page advertorial in Kiplinger’s Personal Finance magazine in May.

The advertorial will give the long-term care insurance (LTCI) community’s perspective on LTCI, AALTCI says.

The new advertorial addresses the argument that a consumer should either buy lifetime coverage or no coverage.

“We clearly state that this ‘all or nothing’ approach is rarely a good plan,” AALTCI Executive Director Jesse Slome says in a statement about the campaign.

Slome says new coverage options, such as a future purchase option, make it easier for a consumer with a tight budget to buy affordable coverage today, then use additional income to buy more coverage later.

AALTCI is financing the May campaign with support from Prudential Financial Inc., Newark, N.J. (NYSE:PRU), and John Hancock, Boston, a unit of Manulife Financial Corp., Toronto (TSX:MFC).