The leaders of Life Happens — the organization formerly known as the LIFE Foundation — think life insurers and life insurance producers should use the upcoming Long-Term Care Awareness Month campaign to promote the need for long-term care (LTC) planning.

Marvin Feldman, president of Life Happens, said today during an interview that he would like to see the insurance industry spreading awareness of the need for LTC planning during the November awareness campaign month, and all the rest of the year.

Feldman knows very well about the need for LTC planning: He and his wife had his wife’s mother living in their own home for 14 years. She has been using private long-term care insurance (LTCI) to pay for care in an Alzheimer’s clinic for the past four years.

But Feldman said Life Happens has had a hard time raising money to pay for a formal LTC awareness month effort of its own, in part because many of the insurers selling life insurance and annuity products that are formally designed for use in LTC planning, or are clearly well-suited for use in LTC planning, have concerns about state marketing material review procedures.

The insurers that sell life-LTC and annuity-LTC hybrids seem to be interested in supporting a nonprofit LTC planning awareness campaign, but some hybrid issuers say they think they might have to go through a costly, time-consuming state marketing materials review process even to participate in a nonprofit educational campaign that made no mention of specific types of products, Feldman said.

Educational campaigns are desperately needed, because it’s clear that the government lacks the ability to meet all LTC needs, Feldman said.

“We have to make people aware,” Feldman said. “We have to tell them, ‘Here’s the problem. How are you going to address that problem?’”

See also: Compliance is King