Guardian's YouTube page Guardian has posted its new logo, and a wave of new videos, on its YouTube page. (Image: Guardian/YouTube)

Guardian Life Insurance Company of America — a company that has minimized direct advertising to consumers in the past — has launched a major campaign to make the case that protecting what you love with insurance is an act of love.

The 158-year-old New York-based company is not giving many details about the new campaign, but the company says it will be telling its story in key markets, through a “values-driven campaign” that will include digital ads, on-street ads, posters in transit systems, and broadcast advertising.

(Related: Guardian Starts Moving 300 Workers to Old Bell Labs Site)

Part of Guardian’s message is, “Everyone Deserves a Guardian.”

The company has also introduced a new logo: a lowercase ‘G’ written partly in green and partly in blue.

Deanna Mulligan, Guardian’s president, said in a statement that the company has always stuck to its founding principles.

“We believe this is the right moment in our history to emphatically state that core values matter,” Mulligan said.

Guardian says, for example, that it believes it has demonstrated its commitment to customers by keeping permanent policies in force past the age of 100, even though a standard policy provision lets it cancel the coverage at age 100.

The company says it also demonstrated that commitment shortly before Hurricane Florence hit, by calling customers collecting disability benefits to make sure that they were safe and make sure that they would continue to get their disability benefits, even if the storm displaced them.

(Related: On the Third Hand: Emergencies)

One of the first places where the Guardian campaign is showing up, in a place that’s easy for financial professionals to find, is the company’s YouTube page.

One ad, for example, includes the statement, “When you care about someone more than yourself, you change.” The accompanying video shows people demonstrating their love in their families and through volunteering in their communities. The ad concludes with the line, “Everyone deserves a Guardian. Guardian insurance.”

Guardian has also posted new videos with the subject lines “Protecting What You Love,” “Ready to Respond,” and “Ready to Learn.”

Although the company has not emphasized advertising aimed at consumers in the past, the company has run ads aimed at financial professionals from time to time, and copies of some of those ads that are still online also link the business of insurance with public service.

An ad encouraging agents to do their patriotic duty by selling more life insurance. Guardian may not have advertised much over the years, but here’s a public service ad it published in National Underwriter Jan. 15, 1943. (Image: NU/ALM)

In January 1943, for example, Guardian ran an ad aimed at agents in National Underwriter, a print publication now owned ALM, the owner of ThinkAdvisor Life/Health.

Guardian noted that, since the United States had entered the war, U.S. citizens had accumulated $16 billion in excess savings.

“This problem is ‘our baby,’” Guardian told agents about the excess savings problem. Guardian encouraged agents to solve the problem of excess consumer cash by working hard to sell consumers more life insurance.

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