PLANNING FOR DEATH
By Adnews Staff
The Life and Health Insurance Foundation for Education wants people to think about death. The organization launched a North American print and trade campaign this week to educate consumers about the importance of insurance in financial planning. "The purpose of this campaign is to get people to ask themselves some very basic questions about their financial future, such as how their loved ones would manage financially in their absence," LIFE board member Paul Bourbonniere says in a release. The ads were created by Bozell/Eskew of New York. The headlines in the print ads say: "It's 1998. You're Dead. What Do You Do Now?" "Would You Mind Dying For A Moment," and "Is There Life After Death." The copy reminds consumers of the expenses families continue to incur after the death of a provider. One asks parents to think about whether they could afford expenses such as every day bills, university education costs and retirement needs if one spouse died unexpectedly. The trade ads feature agents telling actual stories about how life insurance has made differences in real people's lives. Formed in 1994, LIFE comprises seven life and health insurance groups in North America. Its purpose is to educate the public about the role of life and health insurance agents, companies, products and services.