MILWAUKEE (BUSINESS WIRE), August 05, 2010 - A new campaign has been unveiled – “A Foundation For Life” – highlighting the flexibility, stability and consistency of permanent life insurance from Northwestern Mutual, the only company that has paid more than $60 billion in dividends to its clients over the past 25 years. The campaign debuted to more than 10,000 financial representatives and guests at its 130th annual meeting last week.

The campaign intends to highlight the value and unique performance of the company’s product, while breaking from the traditional, lifestyle-driven creative that dominates the life insurance space. It is brought to life in two new TV spots via animation symbolizing how the company’s product is a flexible asset, creating a lifelong foundation from which to manage financial risk and offers consistent, guaranteed cash value growth over time. The campaign also includes tools to help the company’s financial representatives educate and engage their clients as well as a Facebook “Life Stories” application, which tells policyowner stories.

“Our permanent life insurance fits people’s newly shaped individual financial needs perfectly. It is an asset that keeps growing, making it a prudent choice as the secure foundation of a financial security plan,” said Greg Oberland, Northwestern Mutual executive vice president. “Without question, our permanent life insurance is more relevant now than ever.”

The campaign is being launched on the heels of a recent study - Financial Realities: Changing Timeframes - conducted by Northwestern Mutual with Harris Interactive, which showed that Americans have embraced a distinctly more conservative approach to their financial planning, priorities and preferences. Most notably, 75 percent of people with financial goals have widened the time horizons in which they aim to accomplish them, and nearly three out of four favor financial strategies that are lower-risk, stable and steady versus those that carry higher risk in the pursuit of aggressive growth.

In the recent study, when asked about the value of their assets, only 34 percent of survey respondents indicated that they are either “satisfied” or “very satisfied” with how their investments have held up over time; 37 percent said the same about their 401(k)s; and 41 percent indicated the same about their homes.

The asset that has retained the most value over time, according to survey respondents, is permanent life insurance, with 54 percent indicating high levels of satisfaction. Put another way, Americans are nearly 60 percent more satisfied with the long-term value of their life insurance versus their investments.

“Individuals are faced with a multitude of risks -- from longevity risk to health risk to investment risk. At the same time, they want to feel secure about their financial well-being,” said Dave Simbro, vice president, life products, Northwestern Mutual. “Through a range of educational and interactive materials, this campaign will help individuals better understand the flexibility of permanent life insurance, and bring attention to the unique product benefits and value that comes with Northwestern Mutual’s permanent life insurance.”

The campaign was developed in conjunction with Minneapolis-based OLSON.

About Northwestern Mutual

The Northwestern Mutual Life Insurance Company – Milwaukee, WI (Northwestern Mutual) has helped clients achieve financial security for more than 150 years. As a mutual company with $1.2 trillion of life insurance protection in force, Northwestern Mutual seeks to share its gains with policyowners and deliver consistent and dependable value to clients over time. While dividends are not guaranteed, Northwestern Mutual has paid dividends to policyowners in each of the past 139 years. Northwestern Mutual and its subsidiaries offer a holistic approach to financial security solutions including: life insurance, long-term care insurance, disability insurance, annuities, investment products, and advisory products and services. Subsidiaries include Northwestern Mutual Investment Services, LLC, broker-dealer, registered investment adviser, member FINRA and SIPC; the Northwestern Mutual Wealth Management Company, limited purpose federal savings bank; and Northwestern Long Term Care Insurance Company; and Russell Investments.