MassMutual Rewrites Timeless Fairy Tales for Life Insurance Awareness Month

In order to stand out in the financial services category cluttered with messages about preparing for the unexpected and planning for tomorrow while living for today, MassMutual is using the cultural moment of Life Insurance Awareness Month as an opportunity to promote a new innovative campaign.

In September, MassMutual has decided to flip the script on your favourite fairy tales with a new social and radio campaign by rewriting the endings to the timeless tales of Cinderella, Oliver Twist and Snow White, and how their lives would have changed if their parents had life insurance.

Created in partnership with Johannes Leonardo, the team created a social campaign that will be disseminated across Instagram, Facebook and Twitter as well as a radio campaign across local markets including Boston, New York, San Francisco and Los Angeles that will run through the end of the year.

The team created a social campaign that will be disseminated across Instagram, Facebook and Twitter as well as a radio campaign across local markets including Boston, New York, San Francisco and Los Angeles that will run through the end of the year.

In the radio spot, Cinderella is able to launch her own shoe company with the money her parents left her with their life insurance after their passing.