Life insurance—an easy decision

The Life Insurance “Need Gap” for Hispanic Americans

Life insurance ownership among Hispanic Americans is at 42%, which is well below the U.S. average of 50%.

The Hispanic community also has the highest need: 51% say they need life insurance, or more of it.

This suggests 22 million Hispanics in the U.S. need coverage.
(based on U.S. Census data)

Data from the 2022 Insurance Barometer Study by Life Happens and LIMRA

Campaign + Execution

Life Insurance Awareness Month (LIAM), created and coordinated by the nonprofit organization Life Happens, takes place every September to remind Americans about the importance of life insurance for their financial security.
In 2022, Life Happens specifically focused on reaching more Hispanic Americans during LIAM. We collaborated with actress, producer, proud Puerto Rican and mother Roselyn Sánchez as our LIAM Spokesperson. She shared the campaign message: Life insurance—an easy decision. With a bilingual spokesperson, we were able to deliver this message in both English and Spanish for the first time.
We also activated our network of insurance company members and agents to help share Roselyn’s message. Creative campaign assets featuring Roselyn’s message in both English and Spanish reached their audiences in addition to Life Happens’ own 363K+ social media supporters.

Creative

Q&A with Roselyn Sánchez

What’s your favorite thing about Puerto Rico?

Of course, the food! La comida es deli.

How would you explain life insurance in five seconds?

Financial security. Peace of mind. Tranquilidad.

What does “life happens” mean to you?

Life does happen! And it’s unpredictable. To be honest with you, family is the most important thing. So every single decision comes back to them.

 

What’s your favorite thing about Puerto Rico?

Of course, the food! La comida es deli.

How would you explain life insurance in five seconds?

Financial security. Peace of mind. Tranquilidad.

What does “life happens” mean to you?

Life does happen! And it’s unpredictable. To be honest with you, family is the most important thing. So every single decision comes back to them.

 

Social Media Partnership

Roselyn Sánchez is the national spokesperson for Life Insurance Awareness Month 2022, and her services were retained by Life Happens.
Neither she nor Life Happens endorse any insurance company, product or advisor.

Response

Roselyn Sánchez nos revela la decisión inteligente que hizo para asegurar su futuro y el de los suyos
Roselyn Sánchez On Life Insurance – “Family Is Everything”
Roselyn Sanchez Has a Brilliant Trick For Teaching Her Kids Negotiation Tactics
Roselyn Sánchez comparte tips sobre cómo hablar de finanzas en familia
Many Hispanics are missing out on this key wealth-building tool

“Yes , Thank You for sending this message out to everyone that doesn’t have Life Insurance, they need to get it TODAY!!!!!”

@tino_walls

“Thank you, Roselyn, for advocating for our industry! You’ve always been one of my favorite actresses! #LIAM22”

@jonathandneal

Awareness

634+
million

total impressions across all LIAM campaign touchpoints

1+ million
views

of Roselyn Sánchez’s video public service announcements

42+
million

impressions from LIAM on social media, an increase of 21% compared to 2021

592+
million

impressions from media coverage, including in top-tier Spanish publications

54%
increase

in visitors to lifehappens.org compared to September 2021

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