Lincoln Financial Group Highlights the Responsibility of Love in New Campaign

Lincoln Financial Group announced today that it has launched a new advertising campaign called 'The Responsibility of Love.' The campaign, which replaces Chief Life Officer, taps into one of the most powerful human emotions to reinforce the important role Americans play in protecting and providing for their loved ones. The advertisements are featured across numerous platforms including television, print, digital, social, radio and the company’s website.

“We do extraordinary things for the people we love and, in a way, planning for and taking charge of the future is the ultimate expression of those feelings,” said Lisa Buckingham, chief human resources officer and head of Brand and Enterprise Communications for Lincoln Financial Group. “When you think about what our products and services do for families, it is incredibly well connected to ‘The Responsibility of Love.’ I am extremely proud that we are sharing such a warm and heartfelt message, one that is brought to life so poignantly.”

Lincoln Financial’s tagline and brand platform – 'You’re In Charge' – and its theme of empowerment remain in place. The company worked with FCB New York on the new campaign.

“We designed every element of this campaign to evoke genuine emotion and connect with consumers in a personal and motivating way,” said David Wozniak, vice president and head of Advertising and Sponsorships for Lincoln Financial Group. “The stories, visuals and people we highlight are authentic and portray real and memorable moments. We are inviting people to join in an experience, which is why even the music – classic American songs like ‘Love Me Tender’ – leaves a lasting impression and helps bring our message to life.”

The new campaign extends into social media with behind-the-scenes videos, which feature interviews with three of the families included in the campaign, and their views on connecting love to financial planning. Join in the conversation on Twitter using hashtag #PeopleYouLove.