The Blue Box Challenge

When you buy a life insurance policy from New York Life, it's not just for you. It's for the people you love more than anything else in the world. That's because you're putting their needs above your own and ensuring they'll always be taken care of. It's the most selfless gift you could ever give.

Write an Ad, Help a Cause

We invite you to become a part of our ongoing advertising campaign, which you may have already seen displayed on TV, billboards, telephone kiosks, the Web, or in magazines across the country. With New York Life's Blue Box Challenge, you and your family may have the chance to see your personal message of love to them: that is what impact life insurance has had in their lives. If your ad is selected, New York Life will feature it on newyorklife.com and make a $100 donation to your favorite charity. Please read the following for important ad information and submission conditions.

An ad could convey any of the following messages:

• The selflessness of a gift of life insurance from New York Life (Example: "Here for Them")
• The Company's integrity and humanity (Example: "Here for You")
• Our agents as the best in the business (Example: "Agents Who Care")
• Your perception of New York Life — What does New York Life mean to you?

Ad Guidelines:
Use the fun tool above to preview your idea. Double click in the first two boxes and type your copy. Your words must fit — and you don't have much room.

• Click into the first two blue boxes to enter your text—the third is reserved for the New York Life logo.
• You can write only 1 word per line and there are only 3 lines per box.
• No word can be more than 6 letters.

Be creative and feel free to use humor—but keep your audience in mind. What seems funny to you may not be to others. Your ad represents New York Life and, therefore, should support our core values of financial strength, integrity, and humanity.

Selected ads will be announced this fall and will be featured prominently on newyorklife.com. Good luck!

SUBMISSION CONDITIONS
No purchase necessary.

The submission period begins on June 6, 2008 and ends at 11:59 p.m. ET on August 31, 2008 but may be extended at the discretion of New York Life. By submitting your ad, you agree that all ads you submit meet the following conditions:

1. To submit an ad, complete all required information.
2. You must comply with instructions. All ads must be your sole original work. Ads may not contain any obscene, profane, lewd or inappropriate text, as determined in New York Life’s sole discretion. Further, any ads that New York Life, in its sole discretion, deems to be inappropriate for publication will not be considered. You acknowledge and agree that your ads become the property of New York Life, which thereby has the right to edit, adapt, modify, reproduce, promote and otherwise use the ads in any way it sees fit in connection with advertising or promoting the New York Life brand and products in any medium, throughout the world, in perpetuity. You shall have no right to review or approve edits, alterations or modifications, and waive the benefit of any provision of law known as "moral rights". By submitting an ad, you represent: (a) that the ad is your own original work that has not previously been published; and (b) any and all rights to the ad belong to you and the ad does not infringe, misappropriate or violate the rights of any third party.
3. By submitting an ad you acknowledge that: (i) New York Life is in a broad array of businesses and itself continuously develops its own materials and ideas for advertising campaigns and the like, that employees or agents of New York Life may currently be working on or previously have worked on ideas or materials similar to the ads; and (ii) New York Life may have or previously has had access to and/or may independently create or have created an advertising campaign, or other material similar to the ads. Your submission constitutes permission to use your name and/or likeness for any advertising, promotion, or publicity, whether or not in connection with the challenge, and you agree that such publicity does not require prior approval or financial compensation. By entering you agree to be bound by these Submission Conditions.
4. Eligibility: Open to legal residents of the 50 United States and the District of Columbia, 18 years of age and older as of date of submission. Employees of New York Life Insurance Company, its affiliates, subsidiaries, divisions and advertising and promotional agencies, and each of their respective employees, shareholders, directors, officers, members and agents and their immediate family members and/or those living in the same household of each are not eligible to participate or win. New York Life’s decisions are final.
5. Ten (10) ads will be selected. In the event of the same ads being submitted by different people, the first ad submitted will be chosen.

Take a sneak peak at some successful submissions to date.

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