We show love in a lot of ways: hugs, chocolate, a bouquet of flowers. But when it comes to protecting the ones you care about most, life insurance is maybe the most important.

From this sentiment, the campaign Love Takes Action was born.

It’s a simple idea that was woven through all aspects of New York Life’s business; from the brand films, to the social, to the larger than life OOH campaign. The campaign took shape in places you might expect, like our Pride campaign, but also in more unexpected ones, like our partnership with the ACC Tournament.

Below, are just a few of the many ways the campaign came to life.