As longevity and the cost of living continue to increase, Americans may be overlooking a key opportunity to strengthen their financial foundation. Despite the many advantages of permanent life insurance, only 22% of Americans currently own a permanent life insurance policy, a fraction of the 66% who have savings accounts, according to Northwestern Mutual's 2014 Planning and Progress Study.

The need for the Life Insurance Awareness Month campaign currently under way is more important than ever—a recent LIMRA study reveals that only 46 percent of middle-market consumers own individual life insurance.

Boomer Esiason is returning for a second year as the celebrity spokesperson for Life Insurance Awareness Month (LIAM), the industrywide campaign that Life Happens coordinates each September to encourage all Americans to take stock of their life insurance needs.

Most of us know Boomer Esiason as the former MVP quarterback and current TV sports commentator. You may also tune into his nationally syndicated radio show “Boomer & Carton.” But Boomer is so much more than his public persona. He’s also a family man who speaks movingly about the power of life insurance. That’s because when he was just 7, his mother, Irene, died of cancer without any life insurance.

People buy life insurance because they love someone and want to protect them financially. Life insurance is love insurance, which makes February--the month of love--the perfect time to reach out to consumers about their life insurance needs.

It is once again the time of year when our industry brings national attention and awareness to the importance of life insurance by celebrating Life Insurance Awareness Month. I hope all of you will take some time and use this opportunity to reach out to your prospects and clients and remind them of the importance of this miraculous product and to make sure they have the proper amount of coverage.

During Life Insurance Awareness Month this September, many insurance companies are reminding consumers of all the possibilities that permanent life insurance offers and that life insurance should be the first and center part of a sound financial plan. The latest to do so is The Penn Mutual Life Insurance Companies, which is encouraging all Americans to learn about the dynamic and multi-purpose ways that permanent life insurance can be used.

September is Life Insurance Awareness Month, the public-relations and marketing campaign spearheaded by the LIFE Foundation to encourage all Americans to take stock of their life insurance needs and buy the insurance they need for themselves and their families.

Each September, the LIFE Foundation coordinates Life Insurance Awareness Month (LIAM). It’s an industry-wide educational campaign aimed at encouraging all Americans to take stock of their life insurance needs. The resources in  LIFE’s Producer e-Kit will provide you with everything you need to put together an effective LIAM 2013 marketing campaign.

The LIFE Foundation is now accepting entries for the 2013 realLIFEstories Client Service Recognition Program. The deadline to submit all entries is January 14, 2013.