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
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%).
pieces of broadcast coverage
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.
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.
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
potential consumer reach
live viewers on Instagram Lives
Many people don’t know that life insurance can come with living benefits, including funds you can use while you’re alive to do things like buy a home, supplement your retirement income, cover an emergency expense and more. #GetLifeInsurance #LIAM23 pic.twitter.com/Uve2rxm413— EMC National Life (@EMCNationalLife) September 27, 2023
total impressions across all LIAM campaign touchpoints
from influencer partnerships
potential impressions from LIAM on social media
impressions from total media coverage
in visitors to Life Happens’ Life Insurance Needs Calculator compared to September 2022