Citing a stat that shows one-third of households have no life insurance, MassMutual has launched its first ever awareness program via Facebook. The “Why Life Insurance?” campaign puts kids in the starring roles in videos demonstrating the importance of coverage.

“With kids front and center delivering the message, the videos provide a direct, emotional reminder of whom our product actually protects – them,” John Chandler, the insurance company’s SVP and CMO told us in an email. Advertising agency Mullen worked on this campaign.

The videos are also available on YouTube and the MassMutual Twitter page is sprinkled with a #WhyLifeInsurance hashtag.

In addition to the videos, the Facebook page has real-time interactive features, tips, and other content. This life insurance discussion is also happening on a MassMutual Web page for the “Mutual Matters” campaign, focused on informational articles and other content written by insurance experts.