Life Happens

Leading the Conversation During Life Insurance Awareness Month

The Challenge

Build on Life Happens’ annual Life Insurance Awareness Month (LIAM) campaign to drive home the importance of life insurance for consumers while reinforcing Life Happens’ role as a cheerleader for the industry and its members.

The Strategy

Execute a multi-pronged media strategy that leverages Life Happens’ partnership with celebrity Brooke Shields and the financial expertise of its President and CFO, Faisa Stafford.

The Execution

KWT Global leveraged Brooke’s personal experience with life insurance to emphasize the role of life insurance in any financial plan. As a result, we secured interviews with national business and consumer publications, which positioned Life Happens as a resource to consumers who, like Brooke, also seek to protect and prepare their loved ones financially. In tandem, KWT also secured thought leadership opportunities for Faisa Stafford across multiple financial and industry trades as well as podcasts.

The Results

Secured in-depth, standalone coverage across business national, consumer and industry publications, seen by Life Happens’ members and the broader life insurance industry.