Why life insurance? Kids explain on MassMutual’s Facebook page

To prompt discussion about a sometimes disquieting topic, the insurer turns to child spokespeople in a series of online videos.

Life insurance and the thought that your family may need it someday are not particularly enticing topics to think about. Through a series of Facebook videos called Kids Take Charge, MassMutual Financial Group is trying to make it a little easier by putting those it would most benefit, children, at the forefront.

“By using the kids as our spokespeople, it gives you that kind of entertainment factor,” says John Chandler, senior vice president and chief marketing officer for MassMutual. “This is not a scary, intimidating topic. The kids very quickly grasp the concept of why it’s important, because it’s affecting them. It reminds us who, primarily we buy life insurance for.”

The videos include several in which kids try to buy life insurance for their parents, three man-on-the street segments in which a young interviewer asks adults why they haven’t bought life insurance, and five “Life Insurance 101” videos that lay out the basics.

The main goal of the campaign, says Chandler, is to get people talking about a subject they would otherwise avoid.

Rolling out

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