Massachusetts Mutual Life Insurance Company (MassMutual) today launches a multi-channel marketing effort from Grey New York. The goal is to encourage the sharing of knowledge between younger and older Black family members aimed at building intergenerational wealth. 

The legendary Billy Dee Williams one of America’s best-known and most beloved Hollywood stars, delivers the pitch with a debonair twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.” 

“The accumulation of generational wealth for Black Americans was historically thwarted by systemic barriers to financial institutions, networks, and information that build financial wellness,” said Jennifer Halloran, MassMutual head of marketing and brand. “This campaign puts the subject of generational wealth at the forefront. It also serves to highlight that each generation should be involved in the sharing of knowledge so plans can be made to preserve and grow a financial legacy.” 

This new effort reflects MassMutual’s brand platform. Their mission is to use their expertise to help people navigate the “Uncomfortable Truths” behind financial planning, saving for college and preparing for the unexpected by securing their financial futures and protecting the ones they love. 

The integrated digitally led campaign includes video commercials, social media, and public relations.