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Guardian adds income protection TV

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A disability insurer is trying to siphon off a little of the time consumers usually spend on looking at cute kittens and funny babies.

Guardian Life Insurance Company of America has picked May — Disability Insurance Awareness Month (DIAM) — to introduce a series of YouTube videos that show how owning disability insurance affects policyholders’ financial well-being.

One tells the story of how owning disability insurance, and whole life insurance, helped an anesthesiologist get his daughter through medical school after he became ill and could no longer work.

In another video, a young film director talks about the surfing accident experience that led him to buy disability insurance.

Guardian says it produced the videos partly to try to show consumers how high the risk of suffering a disabling illness or injury really is. The company notes that roughly 25 percent will experience at least one short-term bout of disability before they reach the normal retirement age.

See also: U.S. group disability market returns to work