Actress Brooke Shields arrives for the 60th Annual Emmy Awards at the Nokia Theatre in Los Angeles, California, U.S., on Sunday, Sept. 21, 2008. Photographer: Francis Specker/Bloomberg News Brooke Shields (Photo: Francis Specker/Bloomberg)

Life Happens is ramping up preparations for the 2019 Life Insurance Awareness Month campaign.

The group has been running public service announcements featuring the 2019 campaign spokesperson, Brooke Shields, for months,

About 60 million people have already seen a Life Happens Brooke Shields ad on television or heard a Life Happens Brooke Shields ad on the radio, Life Happens reported earlier this week in a tweet.

(Related: Brooke Shields to Promote Life Insurance Awareness)

The group has also formed a marketing relationship with Google, and released a collection of marketing materials aimed at campaign supporters.

Faisa Stafford, Life Happens’ president, talked about the Google relationship in a video posted on Twitter.

“Google will be working with our creative folks on optimizing all of our advertising on every Google channel, including YouTube,” Stafford said.

The relationship will help Life Happens expand its reach and share more information about the people who see the campaign ads, Stafford said.

Life Happens has posted an awareness month marketing tactics video, and the new collection of marketing resources, here. The marketing materials are behind a paywall.

Life insurers formed the organization now known as Life Happens, as the Life Insurance Foundation for Education, in 1994. The group held its first Life Insurance Awareness Month campaign in 2004.

Beyond Life Insurance Awareness Month

Stafford said during the video about the Google relationship that Life Happens plans to celebrate its 25th anniversary in October, organize a Long-Term Care Insurance Awareness campaign in November, and bring back the Insure Your Love campaign in February.

The Filing

Life Happens is a nonprofit organization organized under Section 501(c)(6) of the Internal Revenue Code. The most recent Form 990 filing for Life Happens available on the FoundationCenter.org website, which is for 2016, shows that the organization reported a loss of $413,454 for 2016 on $3.5 million in revenue and $4.1 million in net assets.

Danica Patrick, a racecar driver, served as the Life Insurance Awareness Month spokesperson for several years. In 2016, Life Happens paid Patrick’s company, Danica Racing Inc., $120,000, according to the Form 990 filing.

— Read Life Happens Names New Presidenton ThinkAdvisor.

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