Life Happens Brings Back the 'Insure Your Love' Campaign
The nonprofit group harnesses the power of Valentine's Day by classifying life insurance as love insurance.
COVID-19 reminded clients that people might die earlier than they expect.
Life Happens is trying to take a gentler approach to building life insurance awareness this month, by bringing back its annual Insure Your Love campaign.
The nonprofit group developed the campaign series in 2010, to associate buying life insurance with Valentine’s Day, and real love.
This year, Life Happens is offering agents, advisors and others who want to support it access to shareable graphics that convey messages such as, “Getting life insurance means you’re putting the ‘I love you’ phrase into motion.”
The group notes that Insure Your Love is a marketing theme that can work all year round, not just in February.
Getting the Word Out
Many insurers and distributors provide producer access to Life Happens awareness campaign materials as a built-in perk.
Life Happens has two paid membership tiers for independent agents and advisors.
Financial professionals who have no sponsored access to Life Happens materials and are not yet ready to pay for a membership can get access to some campaign materials, including a life insurance needs calculator, on a campaign page aimed at consumers.
The group also organizes a Disability Insurance Awareness Month campaign in May and a Life Insurance Awareness Month in September. Roselyn Milagros Sánchez Rodriguez, an actor, was the official spokesperson for the September campaign.
Barbara Pietrangelo, the Life Happens chair-elect, said in an email interview that one important thing financial advisors can do to support the campaign is simply to talk about the importance of the death benefit in a client’s life insurance policy, and ensure that they know that having the death benefit is a way to show love to the people they care about.
“To most people, life insurance is a scary and intimidating thing, particularly as there isn’t a lot of education and resources around it,” Pietrangelo said. “That’s why it’s up to financial advisors and their firms to help jumpstart that educational process.”
Photo: Barb Pietrangelo. (Photo: Life Happens)