This national awareness campaign was created by Life Happens, a NAIFA community, more than two decades ago. Each year they coordinate a new multi-faceted marketing campaign to help us reach consumers with the message that now is the perfect time to get the life insurance coverage they need.

This year’s LIAM theme is … Life insurance is for real life.

And it hits at the perfect time—when many people are feeling AI-fatigue. People are searching for true connection and being grounded in the basics that make life, well, real life.

Be the Antidote to AI Fatigue

Behind the scenes, AI can streamline tasks and save your business time, money and labor. However, you need to be cognizant of how people are experiencing and feeling about it in their day-to-day lives.

Social media, for example, is awash in low-quality AI-generated content, often termed “AI slop.” Harvard Business Review takes it one step further, referring to low-quality AI-generated work as “workslop,” saying that many people are tasked with “cleaning it up” in the workplace.

This means that your clients and prospects are ready for real-life conversations and outreach, and information and content that they can see and feel is human-centered—created with thought, attention and talent.

Suite of Campaign Resources

As a NAIFA member, you have exclusive access to Life Happens materials as a key member benefit. Through the NAIFA member portal, you can access a whole suite of marketing resources you can use during September, and beyond, to talk about how life insurance works in real life—for real lives. The campaign makes the outreach seamless, and here is a sampling of what is available.

• Graphics that help with general education
• Short animations that “stop the scroll” on social media
• A social media calendar with a new post for each workday; these can be used as-is or modified for your followers
• A new “Term or Permanent Life Insurance?” digital flyer
• Two new Real Life Stories, with short and long-format videos, flyers and graphics that show how real families benefited from life insurance
• New resources in Spanish, as well as dozens more in the Spanish-language collection
• “Back to basics” and “Myth vs Fact” resources that educate and help dispel common myths and misconceptions around life insurance

… and so much more!

Remember, September’s LIAM gives you a great “excuse” to reach out to clients and prospects and simply say, “Did you know September is Life Insurance Awareness Month? I’d love to have a conversation about …” 

Use this campaign to connect with people “in real life,” educate them, help them with options, and motivate them to buy the coverage they need.