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Roselyn Milagros Sánchez Rodriguez appears in a promotional image for the 2022 Life Insurance Awareness Month campaign. The tagline is,

Life Health > Life Insurance > Term Insurance

Life Insurance Awareness Month Arrives Amid COVID-19 Lull

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What You Need to Know

  • In 2020 and 2021, the underlying message was that death happens.
  • This year, Roselyn Sánchez, the campaign spokesperson, is talking about the general idea of financial responsibility.
  • To get the attention of Hispanic consumers, organizers are offering Spanish-language versions of videos and other campaign materials.

Life Happens launched the 2022 Life Insurance Awareness Month campaign Thursday, at a time when memories of the deadly COVID-19 spike that hit in January are fading.

The Arlington, Virginia-based financial services education group has brought in Roselyn Milagros Sánchez Rodriguez — a singer, songwriter, dancer, actor and producer born in Puerto Rico — to energize the new campaign.

Sánchez is helping Life Happens send the message, “Make the easy decision to protect your loved ones with life insurance.”

Life Happens says another goal is to get the attention of Hispanic consumers. About 60% of Hispanic adults lack life insurance, and 51% say they need life insurance, according to a survey sponsored by Life Happens and LIMRA.

Organizers are offering Spanish-language versions of videos and other campaign materials as well as English-language versions. One outreach tool is a Spanish-language life insurance needs calculator, to complement an English-language calculator.

What It Means

The financial services companies that back the life awareness campaign have tried to use it to promote the general concepts of financial literacy and financial wellness.

Advisors can piggyback onto the outreach campaign by reposting social media posts with the hashtags #lifeinsurance or #LIAM22, sharing a little extra content about life insurance and explaining to any consumers who respond that general financial planning and retirement planning are things to consider along with life insurance planning.

The new campaign could also give advisors ideas about how to reach out to consumers who prefer to do business in languages other than English.

The Campaigns

Life Happens, which was once known as the Life and Health Insurance Foundation for Education, began organizing the life awareness months in 2004, three years after the Sept. 11, 2001, terrorist attacks on the Pentagon and New York’s World Trade Center.

In 2020, Brooke Shields was the campaign spokesperson, and the effects of the COVID-19 pandemic helped drive home the message that the unexpected can happen at any time.

In 2021, Kelly Rowland, a former member of the group Destiny’s Child, was the spokesperson, and the tone of that campaign was also somber. In one video, Rowland said having life insurance tells a family, “I love you, I’ve got you and I’m seeing to your future, no matter what.”

The new campaign is focusing on the idea that buying life insurance is an easy way for parents to take responsibility for their children.

In the Sánchez video that was posted in June, she says, “Every choice I make, I make for my family. So, when it was time to get life insurance, I know I made the right decision.”

Campaign organizers have posted a video of Sánchez on Twitter, YouTube, Instagram and TikTok. On YouTube, for example, a version posted by Life Happens in June had 193,706 views and 21 upvotes at press time.

A version on TikTok that was posted a day ago had 97 likes, and a version posted on Instagram a day ago had 15,187 views and attracted 28 comments.

Pictured: Roselyn Milagros Sánchez Rodriguez appears in a promotional image for the 2022 Life Insurance Awareness Month campaign. (Image: Life Happens)


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