Life Occurs was so happy with racecar driver and character Danica Patrick because the face of its annual 2017 life insurance coverage marketing campaign, they signed her up for a second 12 months.
Protecting that momentum going into 2019 was going to be troublesome – however then Brooke Shields expressed curiosity in fronting this 12 months’s marketing campaign. And the 54-year-old actress and mannequin checked off much more packing containers, stated Faisa Stafford, president and chief monetary officer of Life Occurs.
“The wonderful thing about Brooke is that she has children, so having that mentality of wanting to guard her child’s future and her legacy,” Stafford stated. “Additionally, simply her story of how she discovered about life insurance coverage and the way she bought it even earlier than getting married or having children.”
As a part of the partnership, Shields will function the nationwide spokesperson for Life Insurance coverage Consciousness Month, the annual consciousness marketing campaign coordinated by Life Occurs and supported by the nation’s main insurance coverage firms and trade teams every September.
A mannequin and actress, Shields has been within the public eye since taking part in a toddler prostitute within the controversial movie “Fairly Child” in 1978. She later grew to become the face of Calvin Klein, starred in films akin to “Blue Lagoon” and graduated from Princeton College.
“All the pieces simply type of aligned together with her,” Stafford defined. “Her message, her attain and her enchantment, her broad enchantment, I imply from age vary, family revenue and likewise simply consciousness of her title was enormous. Fortunately, she additionally believes within the message.”
‘It Could Appear Scary’
Serving as an executor of a good friend’s will, Shields noticed firsthand the distinctive challenges that come up when somebody passes with out life insurance coverage, Life Occurs stated.
“It could appear scary and even unattainable at first, however life insurance coverage is far more inexpensive than most individuals understand, and the understanding it provides is invaluable,” Shields stated in a information launch. “I am thrilled to be supporting Life Occurs by sharing the message concerning the worth of life insurance coverage so extra folks can defend their family members.”
Shields was unavailable for an interview.
Life Occurs sponsored its first Life Insurance coverage Consciousness Month in 2004. Regardless of efforts since then, surveys proceed to point out a big life insurance coverage hole that brokers can not seem to penetrate.
The 2019 Life Insurance coverage Barometer Examine by Life Occurs and LIMRA discovered that solely 57 % of Individuals have life insurance coverage, and 4 in 10 households with out it might instantly battle to pay residing bills if their major wage earner died.
Shields is showing in print, radio and TV spots for Life Occurs. To this point, greater than 60 million viewers have seen both the radio or TV advert, the group stated.
These “impressions” are how Life Occurs measures the success, or lack thereof, of its annual marketing campaign, Stafford stated. “Our objective is for each shopper in America to see her commercial.”
A Range Part
As well as, this 12 months’s marketing campaign features a advertising relationship with Google to air LIAM adverts on all Google channels, together with YouTube.
As well as, the marketing campaign is closely centered on variety and underserved sectors, Stafford stated. This 12 months’s theme is “It is not for you. It is for them.”
“It’s all about totally different life conditions and existence,” Stafford stated. “So we’re actually pushing this variety in our content material so we’re speaking about single mother and father, we’re speaking about same-sex marriages, we’re speaking about totally different life levels and retirement and even annuities and the totally different wants these people have.”
InsuranceNewsNet Senior Editor John Hilton has lined enterprise and different beats in additional than 20 years of every day journalism. John could also be reached at [email protected]. Comply with him on Twitter @INNJohnH.
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