CONTACT: Jim Edwards, LIFE
Katharine Carver, Weber Shandwick

LIFE Foundation Launches “Insure Your Love” Awareness Campaign to Encourage Americans to Consider a Life Insurance Purchase This Valentine’s Day

Arlington, VA – February 5, 2009 – Valentine’s Day is the perfect time to say “I love you” to the most important people in your life, and this February 14 the nonprofit LIFE Foundation wants consumers to consider a different way of expressing their love – through the purchase of a life insurance policy.

Between now and Valentine’s Day, the LIFE Foundation is coordinating a new awareness campaign called “Insure Your Love,” and it is urging others in the industry to join in the effort. The campaign is centered on one simple premise: the primary reason to buy life insurance is because you love people and want to protect them financially.

“A gift of life insurance may not seem as romantic as a box of chocolates or dinner out, but a recent LIFE survey found that 70 percent of Americans would give up celebrating Valentine’s Day in exchange for greater financial peace of mind,” said Marvin H. Feldman, CLU, ChFC, RFC, president and CEO of the LIFE Foundation. “Concern about today’s economy has people thinking differently this Valentine’s Day, making it the perfect time to talk to consumers about a more meaningful and enduring way of expressing their love. With the severity of the financial crisis, I can’t think of a better thing to give a loved one than the gift of long-term financial security.” 

Campaign Highlights

To get Americans to focus on their need for life insurance in the days leading up to Valentine’s Day, LIFE is engaging in a variety of awareness-building activities, including:

  • Advertising: A new love-themed print ad is appearing in the February 16, 2009 issues of weekly lifestyle magazines People, US Weekly and Star. See the ad at
  • Television Media Tour: Television personalities Bob Guiney and Evan Farmer are conducting in-studio interviews in 10 major markets across the country.
  • Insure Your Love Microsite: Located at, this new section of the LIFE website describes the connection between love and life insurance. The microsite features LIFE’s newest web movie, entitled “You Do It for Love,” which can also be viewed on LIFE’s YouTube site located at
  • Selfless Love Contest: Accessible through the Insure Your Love microsite, this contest is designed to focus consumers on the concept of a life insurance purchase as an act of “selfless love.” Entrants are asked to describe how a close friend or family member has exhibited selfless love, and the grand prize winner will receive a gift from the Cartier Love Collection. The contest launched in mid-January and runs through Valentine’s Day.
  • Major Market Radio Promotions: LIFE has partnered with top radio stations in New York, Los Angeles, Chicago, Philadelphia and Boston on week-long promotions where listeners can win a Valentine’s Day dinner by telling the stations who is at the top of their “selfless love” list. LIFE is offering to pay for dinner so listeners can focus on more meaningful expressions of their love, such as a life insurance purchase.
  • Blogging: LIFE is aggressively reaching out to mom bloggers to spread its messages about both the campaign and the various promotions it is sponsoring.

Producer Resources Available

To help producers participate in and support the new campaign, LIFE has created a host of new, love-themed educational and online resources. A campaign toolkit is available online at and features a marketing guide, downloadable campaign logos, educational flyers and template approach letters, as well as new “Insure Your Love” branded products that can be ordered through LIFE’s online product catalog. LIFE has also created two new Valentine’s Day-themed e-cards that are available through LIFE’s website for producers to send to current and prospective clients.      

“Just as we have seen through the success of our Life Insurance and Disability Insurance Awareness Month initiatives, we hope that the “Insure Your Love” campaign will provide the industry with a unique opportunity to focus their insurance sales and marketing efforts at a time of year when establishing momentum is so important,” said Feldman. “A growing number of Americans lack adequate life insurance coverage, and our hope is that this new campaign will give us an opportunity to grab their attention and get them to realize that the financial security of their loved ones is too important to leave to chance.”

Companies and associations interested in learning more about the “Insure Your Love” campaign, including available resources and information on how they can get involved, can contact Jon Dressner of LIFE at 202-464-5000 ext. 4442 or Additional information is also available at

About LIFE
The Life and Health Foundation for Education (LIFE) was founded in 1994 in response to the public’s growing need for information and education on life, health, disability and long-term care insurance.  LIFE also seeks to remind people of the importance role insurance professionals perform in helping families, businesses and individuals find the insurance products that best fit their needs.  To learn more about these topics, please visit

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