In a video interview last fall, Council for Disability Awareness President Barry Lundquist lamented the growing long-term coverage gap: the number of American workers protected by LTD is declining, even as claims continue to rise. Lundquist also announced the launch of Defend Your Income, an awareness-raising campaign and website of the same name aimed at informing all employees of their risk, and especially those younger workers who may be most cavalier towards it.

“[It’s] very modern and a bit edgy,” Lundquist said at the time, “something we think people are going to have a lot of fun with. It’s an engaging and interesting way to help people plan, protect themselves and take responsibility.”

Now, some six months later, Lundquist tells EBN that the site is up and it is good, spreading key information like the fact that one in four working Americans will experience a long-term disability event at some point in their lives, a risk most vastly underestimate.

“The campaign’s been great,” Lundquist says. “It’s growing — we do view this as a very long-term thing. We didn’t intend to have it just be a flash in the pan, so we’ll continue to promote and push and gain wider and wider audience participation. Our audiences have been pretty engaged consumers, financial advisers of all varieties, and our own member companies as well.

“I think people really appreciate that it is a breath of fresh air, very different. The website [has had] more than 50,000 visitors, so we’re pretty impressed by that. We’re expecting 100,000 in the next three months.”

Lundquist says the efforts have helped the CDA “attract new member companies” and received “100% support” from existing members. What’s more, the website is reaching its target audience.

“Engagement has been great too,” Lundquist says. “They’re playing the video game, but they’re going to other sites as well. Our target demographic is young people, most of whom have never lived in a world without video games.”

He goes on to add that he believes “the need to raise disability awareness will become even greater than it’s been in the past.”

Pick up April’s EBN to read the CDA president’s thoughts on the future of disability and other voluntary coverage.

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