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Kids Help MassMutual Spark Life Insurance Conversation through Social Media

Source: PR Newswire

Posted on 18 Oct 2011

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A new "Why Life Insurance?" consumer awareness program on Facebook launched today by Massachusetts Life Insurance Company (MassMutual), is designed to confront common barriers and start families across America thinking and talking about their financial futures. This social media effort enlists the help of kids to underscore the importance of life insurance and was developed in part to address an industry-wide challenge: the record low* in life insurance ownership.

"With this new campaign, we challenge head on the declining life insurance ownership trend in an engaging manner, while strongly emphasizing the crucial role life insurance can play in a family's financial planning strategy," said John Chandler, senior vice president and chief marketing officer, MassMutual.

Why Life Insurance? is the company's premiere initiative hosted solely on a social platform. The innovative and creative combination of entertaining videos, interactive tools and informative content was developed and executed through a collaborative program involving MassMutual's advertising agency of record, Mullen, in a leadership role, in close consultation and cooperation with Genuine Interactive.

The program highlights the key benefits of life insurance and seeks to confront common barriers to ownership, such as the anxiety that comes with discussing death, prioritizing financial responsibilities and dispelling the notion that life insurance can be expensive. The videos feature children taking control of the discussion by questioning a life insurance agent and quizzing adults on their knowledge of the topic. MassMutual's Facebook fans will also have links to financial planning tools, helpful tips and a platform to engage in real-time conversation.

"We understand the role of social media in communications today and believe Facebook provides a great forum to generate conversation about an important, yet oftentimes uncomfortable subject," explained Chandler. "Kids delivering the message make the subject seem more approachable and serves as a reminder that life insurance is all about protection."

Also launched today is "Mutual Matters," an online news source, providing candid, practical information that brings clarity to and encourages conversation to help people make good financial decisions.

"Why Life Insurance?" and "Mutual Matters" both support a larger initiative by MassMutual to connect with consumers and initiate a dialogue on this vital subject matter. These thought leadership programs reinforce the company's commitment to life insurance education and awareness. To learn more, visit

*Source: Household Trends in U.S. Life Insurance Ownership, LIMRA, 2010.