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 yr.
Protecting that momentum going into 2019 was going to be tough – however then Brooke Shields expressed curiosity in fronting this yr’s marketing campaign. And the 54-year-old actress and mannequin checked off much more containers, mentioned Faisa Stafford, president and chief monetary officer of Life Occurs.
“The beauty of Brooke is that she has youngsters, so having that mentality of wanting to guard her child’s future and her legacy,” Stafford mentioned. “Additionally, simply her story of how she came upon about life insurance coverage and the way she bought it even earlier than getting married or having youngsters.”
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 corporations and business teams every September.
A mannequin and actress, Shields has been within the public eye since enjoying a toddler prostitute within the controversial movie “Fairly Child” in 1978. She later grew to become the face of Calvin Klein, starred in motion pictures corresponding to “Blue Lagoon” and graduated from Princeton College.
“The whole lot simply type of aligned together with her,” Stafford defined. “Her message, her attain and her attraction, her broad attraction, I imply from age vary, family earnings and in addition simply consciousness of her title was enormous. Fortunately, she additionally believes within the message.”
‘It Might Appear Scary’
Serving as an executor of a buddy’s will, Shields noticed firsthand the distinctive challenges that come up when somebody passes with out life insurance coverage, Life Occurs mentioned.
“It might appear scary and even unattainable at first, however life insurance coverage is far more reasonably priced than most individuals notice, and the knowledge it gives is invaluable,” Shields mentioned in a information launch. “I am thrilled to be supporting Life Occurs by sharing the message in regards to 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 People 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. Up to now, greater than 60 million viewers have seen both the radio or TV advert, the group mentioned.
These “impressions” are how Life Occurs measures the success, or lack thereof, of its annual marketing campaign, Stafford mentioned. “Our purpose is for each shopper in America to see her commercial.”
A Variety Part
As well as, this yr’s marketing campaign features a advertising and marketing relationship with Google to air LIAM advertisements on all Google channels, together with YouTube.
As well as, the marketing campaign is closely targeted on range and underserved sectors, Stafford mentioned. This yr’s theme is “It isn’t for you. It is for them.”
“It’s all about totally different life conditions and existence,” Stafford mentioned. “So we’re actually pushing this range 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 of us 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.
© Whole contents copyright 2019 by InsuranceNewsNet.com Inc. All rights reserved. No a part of this text could also be reprinted with out the expressed written consent from InsuranceNewsNet.com.