BOSTON, Nov. 1, 2012 /PRNewswire/ -- John Hancock Long-Term Care (LTC) Insurance is marking LTC Awareness Month this year with a campaign that features some new thinking about LTC insurance and ways to expand the marketplace. Headlining this effort is a special weekly online publication for financial professionals available through the month of November, entitled Your Market Weekly, which will include articles about new market segments and sales tips on ways to reach them, as well as the insights of some seasoned long-term care professionals. In addition to the weekly publication, John Hancock also has joined a number of industry leaders in sponsoring the 3 in 4 Need More campaign, a national initiative focused on raising awareness around the importance of planning ahead for long-term care needs. The company has also co-sponsored an AALTCI educational insert, "Valuable Lessons on Long-Term Care Planning," which will be included in the November issue of Kiplinger's Personal Finance. The insert focuses on the planning needs of 40-60 year olds. "The need for viable long-term care solutions in this country is rapidly increasing with the aging of the Baby Boomers and the rise of the Gen-Xers, along with the limited sources of government funding," said Marianne Harrison, president, John Hancock Long-Term Care. "By providing consumers with educational materials, compelling facts, and affordable products that meet their needs, we are helping people realize that long-term care insurance remains the most practical and cost-effective solution to offset the potential financial risks posed by a need for care." In August, John Hancock launched the latest version of its flagship long-term care insurance policy with a new feature called Benefit Builder* which, selected instead of a traditional inflation option, provides a lower cost policy with a unique crediting feature and voluntary buy-up options. The company expects that Benefit Builder will expand the LTC insurance marketplace, by appealing to younger consumers who may have competing financial priorities and cannot afford more traditional policies. It also expects the product will attract older healthy individuals who otherwise could not afford the premiums.