New MassMutual Facebook Platform Takes a Fresh Approach to Serious Subject

SPRINGFIELD, Mass., Oct. 17, 2011 /PRNewswire/ -- A new "Why Life Insurance?" consumer awareness program on Facebook launched today by Massachusetts Life Insurance Company (MassMutual), is designed to confront common barriers and start families across America thinking and talking about their financial futures. 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.

"With this new campaign, we challenge head on the declining life insurance ownership trend in an engaging manner, while strongly emphasizing the crucial role life insurance can play in a family's financial planning strategy," said John Chandler, senior vice president and chief marketing officer, MassMutual.

Why Life Insurance? is the company's premiere initiative hosted solely on a social platform. The innovative and creative 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 a leadership role, in close consultation and cooperation with Genuine Interactive.

The program highlights the key benefits of life insurance and seeks to confront common barriers to ownership, such as the anxiety that comes with discussing death, prioritizing financial responsibilities and dispelling the notion that life insurance can be expensive. The videos feature children taking control of the discussion by questioning a life insurance agent and quizzing adults on their knowledge of the topic. MassMutual's Facebook fans will also have links to financial planning tools, helpful tips and a platform to engage in real-time conversation.

"We understand the role of social media in communications today and believe Facebook provides a great forum to generate conversation about an important, yet oftentimes uncomfortable subject," explained Chandler. "Kids delivering the message make the subject seem more approachable and serves as a reminder that life insurance is all about protection."

Also launched today is "Mutual Matters," an online news source, providing candid, practical information that brings clarity to and encourages conversation to help people make good financial decisions.

"Why Life Insurance?" and "Mutual Matters" both support a larger initiative by MassMutual to connect with consumers and initiate a dialogue on this vital subject matter. These thought leadership programs reinforce the company's commitment to life insurance education and awareness. To learn more, visit Facebook.com/MassMutual.

*Source: Household Trends in U.S. Life Insurance Ownership, LIMRA, 2010.

About MassMutual

Founded in 1851, MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyholders. The company has a long history of financial strength and strong performance, and although dividends are not guaranteed, MassMutual has paid dividends to eligible participating policyholders every year since the 1860s. With whole life insurance as its foundation, MassMutual provides products to help meet the financial needs of clients, such as life insurance, disability income insurance, long term care insurance, retirement/401(k) plan services, and annuities. In addition, the company's strong and growing network of financial professionals helps clients make good financial decisions for the long-term.

MassMutual Financial Group is a marketing name for Massachusetts Mutual Life Insurance Company (MassMutual) and its affiliated companies and sales representatives. MassMutual is headquartered in Springfield, Massachusetts and its major affiliates include: Babson Capital Management LLC; Baring Asset Management Limited; Cornerstone Real Estate Advisers LLC; The First Mercantile Trust Company; MassMutual International LLC; MML Investors Services, LLC, Member FINRA and SIPC; OppenheimerFunds, Inc.; and The MassMutual Trust Company, FSB.

For more information, visit www.massmutual.com, 'Like" MassMutual on Facebook.com/massmutual or follow us on Twitter.com/massmutual.

About Mullen

Mullen is a "hyperbundled" agency, integrating disciplines from creative to digital marketing, public relations and social influence, media planning and buying, mobile marketing, direct response and performance analytics. With an "unbound" approach to marketing, Mullen specializes in working with thought leader brands, including JetBlue, Zappos, Barnes & Noble/NOOK, Google, FAGE, LivingSocial, Match.com, Timberland, Olympus and TRESemme. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company's Most Innovative Companies. Headquartered in Boston, Massachusetts, the agency operates offices in North Carolina, Detroit and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies (NYSE: IPG). For more on Mullen, please visit mullen.com, @mullenunbound or facebook.com/mullenunbound.

Contacts:
Karen Lavariere-Sanchez
MassMutual Financial Group
(413) 744-7660
Klavarieresanchez@massmutual.com

Angela Giovanello
Mullen
(617) 226-9921
Angela.giovanello@mullen.com

SOURCE MassMutual

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