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Life insurance—an easy decision

Entered in Multi-Platform Partnership


Life Insurance Awareness Month (LIAM), created and coordinated by the nonprofit organization Life Happens, takes place every September to remind Americans about the importance of life insurance for their financial security. We provide unbiased information to help the public make smart insurance choices to protect the ones they love.

This past year, Life Happens wanted to specifically focus on reaching more Hispanic Americans during LIAM because life insurance ownership among Hispanic Americans is at 42%, which is well below the U.S. average of 50% according to the 2022 Insurance Barometer Study. The Hispanic community also has the highest need: 51% say they need life insurance, or more of it. This suggests 22 million Hispanics in the U.S. need coverage.

The goal of this campaign was to empower the public, specifically the Hispanic community, to get the life insurance coverage they need to protect their families.

Strategy and Execution

The Hispanic community expresses the highest need for life insurance, but myths and misconceptions get in the way of taking action. This is why Life Happens collaborated with actress, producer, proud Puerto Rican and mother Roselyn Sánchez as the LIAM Spokesperson, who helped us share the important message that getting life insurance is an easy decision to make for the ones you.

In our collaboration with Roselyn Sánchez, her message was clear: “Big and small, there are so many choices to make for my family, and sometimes they all seem difficult. Here’s a decision that was easy to make: getting life insurance. It’s affordable and protects my loved ones financially if something were to happen to me. Make the easy decision to get life insurance today.”

As the only nonprofit in the life insurance industry focused on educating consumers, we were able to share Roselyn’s campaign message in a video public service announcement. The goal was to tell a story that focused on all the decisions we face each day and highlighted the one that’s easy: getting life insurance.

With a bilingual spokesperson, this message was delivered in both English and Spanish for the first time. Other creative campaign assets featuring Roselyn's message included digital flyers, social media graphics, animations and more. All were geared toward empowering the Hispanic community to prioritize life insurance. These resources were developed closely with our Diversity Advisory Group to address the myths and misconceptions that may stand in the way of getting coverage in the Hispanic community.

In addition, we activated our network of insurance company partners and agents to help share Roselyn's message. This network of company partners and agents shared the assets on their social media channels, during in-person meetings, and in many other ways to help share this message.

Roselyn also used her personal social channels to feature the partnership, effectively reaching her following of 2 million on Instagram—over 70% of whom are Hispanic.


As a result, Roselyn’s video PSAs were viewed more than 1+ million times. We garnered more than 634 million total impressions across all LIAM campaign touchpoints in September, including:

We also activated our network of insurance company members and agents to help share Roselyn's message. Creative campaign assets featuring Roselyn's message reached their audiences in addition to Life Happens' own 363K+ social media supporters.


Entrant Company / Organization Name

Life Happens


Entry Credits