MassMutual’s #LoveisaGift Social Initiative Aims to Raise $50K For Easter Seals

In celebration of, well, I’m not sure what, but it doesn’t really matter because you don’t need a reason to do good. Sometimes you do it out of the goodness of your heart. And for a little bit of publicity. And that’s exactly what MassMutual is doing now through November 30.

The life insurance company has launched a philanthropic social initiative called #LoveisaGift. Aiming to make a statement about the “transformative power of love,” #LoveisaGift encourages people to share a picture of themselves with those who matter most to them, along with a brief explanation of why.

The campaign is likely to get people thinking about their relationships with the ones they love, and (MassMutual likely hopes) consider buying life insurance to protect these people when they’re gone.

Oh baby now, take me into your loving arms kiss me under the light of one thousand stars #loveisagift #memories pic.twitter.com/9YSkpP6EGu

— Despi Theochari (@despi023) October 7, 2014

[instagram]http://instagram.com/p/tl0Lk8y1ZY/embed/[/instagram]

Through November 30, for every photo and explanation uploaded to LoveisaGift.com or to Instagram using #loveisagift, MassMutual will donate $1 to Easter Seals —  up to $50,000.

Of the effort, MassMutual SVP CMO John Chandler said: [blockquote]“MassMutual launched this initiative to highlight real people in real relationships, and to emphasize that love is the most valuable thing we have. We are deeply committed to people and those that matter most to them, and we are thrilled to join with Easter Seals again to celebrate the work they do in providing help, support services and hope to children and adults living with disabilities, their caregivers and veterans.”[/blockquote]

This initiative is an extension of a long-term partnership between MassMutual and Easter Seals and commemorates the 10th year of MassMutual’s SpecialCare program, which helps ensure families living with disabilities receive proper life care planning and assistance.

Here’s a video introducing the effort: