![Roselyn Sanchez for web](png/roselyn-sanchez-for-web.png)
Life insurance—an easy decision
![Roselyn Sanchez x Life Happens collab](png/roselyn-sanchez-x-life-happens-collab.png)
The Life Insurance “Need Gap” for Hispanic Americans
Life insurance ownership among Hispanic Americans is at 42%, which is well below the U.S. average of 50%.
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.
(based on U.S. Census data)
Data from the 2022 Insurance Barometer Study by Life Happens and LIMRA
Campaign + Execution
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.
In 2022, Life Happens specifically focused on reaching more Hispanic Americans during LIAM. We collaborated with actress, producer, proud Puerto Rican and mother Roselyn Sánchez as our LIAM Spokesperson. She shared the campaign message: Life insurance—an easy decision. With a bilingual spokesperson, we were able to deliver this message in both English and Spanish for the first time.
We also activated our network of insurance company members and agents to help share Roselyn’s message. Creative campaign assets featuring Roselyn’s message in both English and Spanish reached their audiences in addition to Life Happens’ own 363K+ social media supporters.
Creative
Q&A with Roselyn Sánchez
![QandA 1-01](png/qanda-1-01-150x150.png)
What’s your favorite thing about Puerto Rico?
Of course, the food! La comida es deli.
![QandA 2-01](png/qanda-2-01-150x150.png)
How would you explain life insurance in five seconds?
Financial security. Peace of mind. Tranquilidad.
![QandA 3-01](png/qanda-3-01-150x150.png)
What does “life happens” mean to you?
Life does happen! And it’s unpredictable. To be honest with you, family is the most important thing. So every single decision comes back to them.
![QandA 1-01](png/qanda-1-01-150x150.png)
What’s your favorite thing about Puerto Rico?
Of course, the food! La comida es deli.
![QandA 2-01](png/qanda-2-01-150x150.png)
How would you explain life insurance in five seconds?
Financial security. Peace of mind. Tranquilidad.
![QandA 3-01](png/qanda-3-01-150x150.png)
What does “life happens” mean to you?
Life does happen! And it’s unpredictable. To be honest with you, family is the most important thing. So every single decision comes back to them.
Roselyn Sánchez is the national spokesperson for Life Insurance Awareness Month 2022, and her services were retained by Life Happens.
Neither she nor Life Happens endorse any insurance company, product or advisor.
Response
Roselyn Sánchez nos revela la decisión inteligente que hizo para asegurar su futuro y el de los suyos
Life insurance isn’t for you – it’s for those who rely on you. #LIAM22 pic.twitter.com/GHPxoV8hzD
— Kansas City Life (@KansasCityLife) October 25, 2022
“Many people think life insurance is incredibly costly, but it’s actually pretty affordable.” – Roselyn Sánchez #GetLifeInsurance #LIAM22 pic.twitter.com/BuztV9bCyp
— Tennessee Brokerage (@TennBrokerage) September 29, 2022
Life insurance is for those who live. #LIAM22 pic.twitter.com/4MrqZ8xTsZ
— Modern Woodmen (@ModernWoodmen) September 21, 2022
September is life insurance awareness month — a great time for a life insurance checkup. Protect your loved ones and schedule an appointment with your Gleaner Life agent today. If you don’t have an agent, find one at https://t.co/QRzQbnF15M. #futurefocused #LIAM22 pic.twitter.com/aPfSON7nOb
— Gleaner Life (@GleanerLife) September 1, 2022
“Yes , Thank You for sending this message out to everyone that doesn’t have Life Insurance, they need to get it TODAY!!!!!”
@tino_walls
“Thank you, Roselyn, for advocating for our industry! You’ve always been one of my favorite actresses! #LIAM22”
@jonathandneal
Awareness
634+
million
total impressions across all LIAM campaign touchpoints
1+ million
views
of Roselyn Sánchez’s video public service announcements
42+
million
impressions from LIAM on social media, an increase of 21% compared to 2021
592+
million
impressions from media coverage, including in top-tier Spanish publications
54%
increase
in visitors to lifehappens.org compared to September 2021