Many insurance companies have been chasing after the people who have a lot of money to invest and protect-high net-worth individuals. But the Principal Financial Group has taken a leap for "the little guy'-middle-class consumers who probably don't have enough life and disability insurance to protect their families."We were getting a steady chant from our advisors that we weren't doing enough to support them at that basic level-selling life insurance and disability protection," says Jerry Patterson, vice president of marketing for the life & health division of The Principal Financial Group.

As a result, the Des Moines, Iowa-based insurance company has spent the past 18 months developing a multimedia campaign designed to educate middle-class consumers about life and disability insurance, and help them close the gaps with The Principal's products.

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