Client
Prudential
Role
Art Director
Audience
Consumer
Date
2023
Prudential — Life Insurance Awareness Month 2023 Campaign
Every year, Life Insurance Awareness Month presents an opportunity to move the needle on one of the most pressing gaps in American financial security — and 2023 was no exception. With 52 million U.S. households uninsured or underinsured and a $12 trillion life insurance gap looming, Prudential's LIAM campaign set out to do more than raise awareness. It was designed to drive real consideration, spark meaningful conversations with financial professionals, and make the case for life insurance in a way that resonates — particularly with underserved communities.
This year's campaign came to life across multiple touchpoints: a mobile-responsive digital experience, a social media campaign, event integrations, and web elements deployed across Prudential's owned platforms — creating a cohesive, consumer-first ecosystem built to educate, engage, and ultimately inspire action.
Creative Director: Michael Di Iorio, Carl Sastram
Copywriter: Katherine Fuller
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