LIAM looked different but the message is still the same

Life Insurance Awareness Month is winding down and this year’s observance looked a little different from those of previous years.

Life Happens created and coordinates LIAM every September to remind consumers about the importance of life insurance for their financial security.

One big change in this year’s LIAM is the use of online influencers to get the life insurance message out instead of working with a celebrity spokesperson. In previous years, LIAM used various celebrities to discuss their experience in how life insurance -or the lack of it – touched their lives. Celebrity spokespeople over the years included actress Molly Shannon, NASCAR driver Danica Patrick and model/actress Brooke Shields.

“Our research with LIMRA showed where consumers are getting their information about life insurance – and they’re getting it online,” Brian Steiner, Life Happens executive director, told InsuranceNewsNet.

Steiner said Life Happens partnered with micro and macro influencers this year to get out the word about life insurance. Among those influencers is a group of 25 stay-at-home fathers who also do improvisational comedy and have an Instagram channel called “The Dumb Dads.”

“They do a number of reels around ‘adulting’ and security and protection,” Steiner said.

LGBTQ+ lifestyle content creators MyLin and SK Stokes Kennedy also are carrying the life insurance message to their more than 100,000 followers on TikTok and Instagram Live.

It’s all part of what Steiner called Life Happens’ mission “to be the trusted voice and see how we can impact various communities.”

Talker Research conducted a survey on behalf of Life Happens to get the opinions of Generation Z on how they view their finances. Among the survey findings: around half of Gen Zers (49%) have not purchased life insurance.

“As a result of that survey, we tried to be a bit more creative in meeting people where they are,” Steiner said.

In the future, Life Happens will continue to expand its influencer portfolio and “work with other resources to spread our wings through social media,” he added. Steiner said that in 2023, Life Happens saw 60 million engagements on its social media platforms.

One of the goals of LIAM and Life Happens, he said, “is to do what we can to see fewer GoFundMe pages” for people needing to raise funds for funeral expenses.

“I believe everyone has a right to work with a financial services professional; it doesn’t matter their income level or their walk of life. It’s a matter of getting the right amount of life insurance for what you need.”

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