Massachusetts Life Insurance Co. (MassMutual) has launched a new "Why Life Insurance?" consumer awareness program on Facebook designed to get families thinking and talking about their financial futures. MassMutual says this social media effort enlists the help of kids to underscore the importance of life insurance, and was developed, in part, to address an industry-wide challenge: the record low in life insurance ownership.

MassMutual says "Why Life Insurance?" is the company’s first initiative hosted solely on a social platform. The combination of entertaining videos, interactive tools and informative content was developed and executed through a collaborative program involving MassMutual's advertising agency of record, Mullen, in close consultation and cooperation with Genuine Interactive.

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