Celebrating 20 Years of Life Insurance Awareness Month

Life Insurance: For Anyone Who Lives

Reaching Single Parents

The average single parent says they’d need a minimum of $332,705 in savings to feel at ease about raising their child, and 75% say they felt overwhelmed with becoming a single parent.1

Yet just 2 in 5 single moms (40%) own life insurance, which is well below the U.S. average of 50%.2

And more than a quarter (28%) of single parents say they’d let others rely on a crowdfunding site to help support their kids if they died.1

¹ Single Parents and the Financial Future, Life Happens, 2023
² 2023 Insurance Barometer Study, 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 2023, Life Happens celebrated the 20th anniversary of LIAM with the campaign message, Life Insurance: For Anyone Who Lives. We focused specifically on reaching more single parents with the campaign, using owned research, influencer partnerships and content creation to maximize our reach.

We also activated our network of insurance company members and insurance professionals to help share the campaign message, focusing on our 20th anniversary as a cause for industry celebration and unification.

SURVEY: “SINGLE PARENTS AND THE FINANCIAL FUTURE”

We fielded market research with survey media company SWNS to develop a Life Happens owned survey, “Single Parents and the Financial Future.” This survey polled 1,000 single moms and 1,000 single dads for their thoughts on single parenthood and their financial challenges. The data highlighted the need for life insurance and further education on the topic.

52% of single parents

bought life insurance to provide financially for their children if they were to die unexpectedly.

More than a quarter

of single parents say they’d expect money from a crowd-funding site to support their kids financially if they died.

Single dads (69%)

are more confident about securing their child’s financial future than single moms (58%).

The data also caught the eye of media, as evidenced in coverage across national and local platforms, including New York Post, a NASDAQ Marketsite broadcast segment, Independent en Español and more.

293

stories

945+ million

impressions

19

pieces of broadcast coverage

some
highlights

Single dads are more confident about securing their child’s financial future
Single dads are more confident about securing their child’s financial future
Single parents need to save this much to secure their kids’ financial future

INFLUENCER PARTNERSHIPS

We collaborated with three single-parent influencers who shared their personal stories and how life insurance did—or did not—play a part in their family’s financial situation.

Michael Allio

@michael_alliol4

Bachelor in Paradise and The Bachelorette star Michael Allio is a widower and father. His wife, who did not have life insurance, died in 2019 after a two-year battle with breast cancer at age 33. He shared more about his story and the impact not having life insurance had on his grieving process with his 390K+ followers.

Kim Williams

@singleblackmotherhood

Single mom Kim Williams created Single Black Motherhood, a community dedicated to education and resources that enhance the quality of life for single mothers. She shared her story and why she has life insurance coverage with her 72K+ followers.

Brandon Janous

@brandonjanous

Entrepreneur and writer Brandon Janous is a widower and father of three. His wife, who did not have enough life insurance coverage, died in 2020 from breast cancer. He shared more about his story with his 76K+ followers by hosting monthly conversations about life insurance with different guests in his community as part of a year-long series.

9 total posts

shared with 539k+ total followers

211k+

organic impressions

1.3+ million

potential consumer reach

2,500

engagements

600+

live viewers on Instagram Lives

CAMPAIGN CONTENT

To commemorate the 20th anniversary of LIAM, we developed 20 Years, 20 Moments, a calendar of events for each weekday in September that both the industry and consumers could participate in. From live virtual events with our influencers, to taking the Life Insurance Pledge, to sharing a favorite memory of a loved one, the calendar encouraged real engagement with LIAM in an entirely new way. Here are some of our partner companies who shared our LIAM assets:

AWARENESS

1.1+
billion

total impressions across all LIAM campaign touchpoints

211k+
impressions

from influencer partnerships

12.3+
million

potential impressions from LIAM on social media

1+
billion

impressions from total media coverage

34%
increase

in visitors to Life Happens’ Life Insurance Needs Calculator compared to September 2022

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