You may know that for the past 15 years, September has been recognized as Life Insurance Awareness Month (LIAM), but did you know that New York Life was one of the founding corporate partners of Life Happens—the nonprofit that created and coordinates this annual national awareness campaign?

Though our continued support and the support of many other companies in our industry, Life Happens and LIAM bring national attention to our industry and the importance of life insurance.

Brooke Shields is this year’s LIAM national spokesperson. A successful actress, model, author, and designer, Shields says her most important role is as a mother. She’s a mom of two teenage girls and is fiercely protective of them and their future. “Protecting my family financially means everything,” says Shields in a video to promote LIAM. “That’s why I have life insurance.”


Shields also emphasizes that life insurance is something that most people can afford. This message is important as well, as most Americans overestimate the cost of life insurance by three times or more, according to the 2019 Insurance Barometer Study by Life Happens and LIMRA.

Check out Brooke Shields’s powerful 30-second public service announcement to support Life Insurance Awareness Month.

Her video message will be widely shared by companies throughout the industry as an effort to promote the importance of life insurance.

September just might be the perfect time to talk with your family and friends about life insurance.

Media contact
Sara Sefcovic
New York Life Insurance Company
(212) 576-4499

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