Massachusetts Life Insurance Co. (MassMutual) has launched a new "Why Life Insurance?" consumer awareness program on Facebook designed to get families thinking and talking about their financial futures.

MassMutual says this social media effort enlists the help of kids to underscore the importance of life insurance, and was developed, in part, to address an industry-wide challenge: the record low in life insurance ownership.

"Why Life Insurance?" is the company’s first initiative hosted solely on a social platform. The combination of entertaining videos, interactive tools and informative content was developed and executed through a collaborative program involving MassMutual's advertising agency of record, Mullen, in close consultation and cooperation with Genuine Interactive.

The program highlights the key benefits of life insurance and seeks to confront common barriers to ownership, such as the anxiety that comes with discussing death, prioritizing financial responsibilities, and dispelling the notion that life insurance can be expensive. The videos feature children taking control of the discussion by questioning a life insurance agent and quizzing adults on their knowledge of the topic. MassMutual says its Facebook fans will be provided with links to financial planning tools, helpful tips and a platform to engage in real-time conversation.

MassMutual says "Mutual Matters"— an online news source providing candid, practical information that helps people make good financial decisions — has launched as well.

Jennifer Morrell writes for Insurance Networking News, a SourceMedia publication.

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