Why, Indeed?

Bearing in mind that life insurance sales are at their lowest since WWII, according to Household Trends in U.S. Life Insurance Ownership, LIMRA, 2010, MassMutual has rolled out "Why Life Insurance", a consumer awareness program launched on Facebook.

Why Life Insurance combines videos, interactive tools and educational content to showcase the benefits of owning life insurance. The program uses children to elucidate the importance of life insurance as well as to attack head-on some of the classical barriers that keep people from purchasing, such as myths about high costs and the disagreeable task of discussing one's own mortality.

John Chandler, senior vice president and chief marketing officer, said in a statement, "We understand the role of social media in communications today and believe Facebook provides a great forum to generate conversation about important, yet oftentimes, uncomfortable subject matter. Kids delivering the message makes the subject seem more approachable and serves as a reminder that life insurance is all about protection."