At the height of the debate around extending the Tax Cuts and Jobs Act, the life insurance industry found itself in the political crosshairs. The American Council of Life Insurers needed a campaign that could shift perception fast, not just among policymakers, but among everyday Americans too.

The original approach was classic D.C.: focus on the risks and highlight what could be lost. But after interviewing Congressional staffers, we uncovered a bigger problem. Most people, including policymakers, didn’t actually understand what life insurers do beyond selling policies. They weren’t connecting the industry to jobs, investments, local communities, or the broader economy.

So we flipped the strategy entirely.

Instead of scare tactics, we built a campaign around optimism and impact. We positioned life insurers as a quiet force powering America forward by supporting families, small businesses, retirement security, and economic growth. That thinking led to the platform: “Life Insurers Put Life Into America.”