On February 25, the life insurance industry launched an educational campaign to highlight the role its products play in the financial lives of 75 million Americans.

The campaign notes that families turn to the industry to protect their financial futures, with annuities, long-term care, disability income and life insurance.

Advertising represents a key component of the effort, with ads slated to run through the year in Roll Call, The Hill, Congress Daily AM and Congressional Quarterly Today, and on the Web sites of these publications. Aimed in particular at new and returning members of Congress, as well as the new Obama administration, the ads may also run on other popular sites.   

The educational campaign is endorsed by AALU, ACLI, GAMA International, NAIFA and NAILBA.

“Our industry provides unique products that help families and employers effectively manage risk and plan for the lengthy period of retirement.  As individuals face significant losses in the equity markets, life insurance products and annuities provide peace of mind by ensuring guaranteed benefits and constant income streams,” said Michael P. Corry, AALU President.

“We have a great story to share. Life insurers’ products protect families when a loved one dies, help people save and guarantee lifetime income, in addition to protecting a family’s savings in the event of a prolonged illness or disability,” said Frank Keating, President and CEO of ACLI.

“Millions of American families look to our products for financial security, through good times and bad.  As business and financial leaders in the market place today, it is imperative that we tell our story to federal officials and policymakers,” said Michael Condrey, GAMA International President.

“As trusted advisors to families and family businesses, NAIFA's 58,000 members are enthusiastically joining with ourindustry partners in this educational effort.In these economically turbulent times, American families should continue to be encouraged to provide for their long-term financial security. Life insurers’ products are the foundation of any family’s sound financial portfolio,” said NAIFA President Cliff F. Wilson, CLU, ChFC, LUTCF, CLF.

“This campaign will be a valuable tool in our organizations’ joint efforts to educate elected officials about the importance of helping Americans plan for their financial security," said JackChiasson, CMP, NAILBA Executive Director.

The five groups also have established a Web site, www.SecureFamily.org as an educational tool on industry products and the role they play in Americans’ financial and retirement security.

Click here to view the ads that will be showcased in the campaign.