September marks the ninth anniversary of Life Insurance Awareness Month, an industry-wide effort to promote consumer awareness of the need for life insurance. The educational initiative, coordinated by the LIFE Foundation, distributes pertinent life insurance information highlighting key benefits, various costs and product types. Buddy Valastro, from TLC’s “Cake Boss”, was selected as the 2012 spokesperson and will share his personal experience and emphasize the importance of life insurance coverage.

In addition to participating in the national campaign, a few firms are also rolling out their own LIAM-related promotions. Nationwide and New York Life posted promotional images throughout the public site and have dedicated a full page to Life Insurance Awareness Month. The LIAM pages contain education content, interactive tools and contact information to schedule a consultation with a financial representative. Nationwide offers a phone number and Find an Agent locator while New York Life takes it one step further and includes a link to an agent’s Facebook profile page. Both firms also allow users to share the pages on the firms’ Facebook and Twitter pages.
 

Nationwide Life Insurance Awareness Month Page

Closing Thoughts
Life Insurance Awareness Month offers insurers a strong marketing opportunity and a chance to address the concerns of both prospects and existing clients. Firms should go beyond the traditional promotional efforts and personalize their Life Insurance Awareness Month campaigns by integrating a variety of educational, social media and interactive features in their campaigns to connect to a wider audience.