WASHINGTON--The American Council of Life Insurers (ACLI) today launched a new, national campaign to deliver a clear message about the life insurance industry: We put life into America. 
 
The campaign, which includes advertising on digital platforms, social media and cable channels, underscores life insurers’ vital role in fueling financial security, long-term investment, and opportunity in every corner of the country. It draws attention to the sector’s vast economic footprint, including the $8 trillion invested in the economy, and nearly $200 billion paid to life insurance beneficiaries and annuitants in 2023 alone.  
 
“Most people know about the financial security we give families after the loss of a loved one and the lifetime income we offer retirees," said ACLI President and CEO David Chavern. “This campaign tells a story most people don’t know about the investments we make that are integral to the economic strength of communities nationwide. As policymakers in Washington look to extend the Tax Cuts and Jobs Act and unleash economic opportunity, we want them to know how our industry supports and aligns with this goal. This campaign captures that spirit. We don’t just support lives — we put life into America.” 
 
A new ad that will run on cable TV and digital platforms can be viewed here.  

The American Council of Life Insurers is the leading trade association driving public policy and advocacy on behalf of the life insurance industry. 90 million American families rely on the life insurance industry for financial protection and retirement security. ACLI’s member companies are dedicated to protecting consumers’ financial wellbeing through life insurance, annuities, retirement plans, long-term care insurance, disability income insurance, reinsurance, and dental, vision and other supplemental benefits. ACLI’s 275 member companies represent 93 percent of industry assets in the United States.