Four insurers have agreed to back a major American Association for Long Term Care Insurance (AALTCI) consumer education effort.

The insurers — Mutual of Omaha, New York Life, Genworth and Thrivent — will be helping AALTCI pay to run a four-page long-term care insurance (LTCI) insert in the November issue of Kiplinger’s Personal Finance magazine. The magazine has 2 million readers.

The long-term care (LTC) community has designated November to be Long-Term Care Awareness Month. Supporters say they hope to break through the layers of ignorance and denial that keep many Americans from making realistic plans for protecting themselves against the risk that they might need LTC services.

Last year, just two insurers backed AALTCI’s LTCI advertising insert.

Jesse Slome, AALTCI’s executive director, welcomed the increase in the number of insert backers and said the level of participation is the strongest it’s been in many years.

The 2014 insert will focus on ways to make LTCI affordable.