With U.S. life insurance ownership levels at a 50-year low and one third of households having no protection at all,* Massachusetts Life Insurance Company (MassMutual) today announced the launch of its new “Why Life Insurance?” awareness program on Facebook. The social media effort was created to address this serious decline and enlists the help of kids to explain the key benefits of life insurance.
“There is a life insurance crisis in America right now as half the population is either uninsured or underinsured,” said John W. Chandler, Jr., senior vice president and chief marketing officer of MassMutual. “This program allows us to confront the problem in an engaging manner while still strongly emphasizing the crucial role life insurance needs to play in every family’s financial planning strategy.”
The creative combination of entertaining videos, interactive tools and informative content was developed by MassMutual’s advertising agency of record, Mullen. The program seeks to confront common barriers to ownership such as the anxiety that comes with discussing death, prioritizing financial responsibilities, and dispelling the notion that life insurance is too expensive. Why Life Insurance? is the brand’s premiere initiative hosted solely on a social platform. The videos feature comically concerned children taking control of the discussion by evaluating a life insurance agent, purchasing plans and quizzing adults on their knowledge of the topic. Facebook fans will also have access to financial planning tools, helpful tips and the opportunity to engage in real-time conversation.
“We understand the power of social media in today’s world and believe Facebook provides a friendly forum to generate conversation about an important, yet uncomfortable subject,” explained Chandler. “Kids delivering the message creates a direct, emotional reminder of whom life insurance actually protects. Them.”
The program’s goal to is to highlight the key benefits of life insurance such as offering the security and comfort of knowing a family’s finances are covered, offering the opportunity for family members to maintain existing quality of life and providing access through whole life insurance to finance today’s needs such as protecting home, family, business or even pay a child’s education.
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