Protective Life Insurance Company, a subsidiary of Protective Life Corporation, (NYSE: PL) today announced its upcoming “I AM PROTECTIVE” campaign. The campaign, which begins Sept. 19, allows people to share stories of what they are protective of in their lives through social media and the http://www.iamprotective.com website. By highlighting the humanity of being protective of the people and the things we cherish in life, Protective hopes to draw attention to its brand and mission of helping people protect their financial futures. “Protective is not just our name. It’s our mission,” said Frank Sottosanti, chief marketing officer. “This campaign allows us to celebrate the things that motivate us and the people we are most protective of in life.” “For Protective Life, it’s helping people protect their tomorrows,” he continued. “For consumers, it’s often their children or their time. This campaign celebrates all these stories and allows us to connect with consumers as a brand.” The “I AM PROTECTIVE” campaign begins Sept. 19 with a Twitter party at 10 a.m. CT and continues on Sept. 20 with a social media blitz that will provide $1 to Nick’s Kids Fund, up to $10,000, for every post or tweet with the hashtag #IAMPROTECTIVE. Later in October, Protective will hold a contest around the “I AM PROTECTIVE” theme, with cash prizes for the best social media entries. Details can be found at www.iamprotective.com. “Everyone is protective of something in life, whether it’s their family, their career or their pet,” said Sottosanti. “We invite people to embrace this opportunity to share their stories and connect with others around this message.” For more information about Protective Life Insurance Company, please visit www.protective.com. ABOUT PROTECTIVE LIFE INSURANCE COMPANY Protective Life Insurance Company helps provide financial security through innovative, valuable and affordable insurance and investment products. For more than 100 years, the mission of the company has remained alive in its name. Protective is committed to tearing down the barriers that prevent people from enjoying the peace of mind and satisfaction that come from taking care of their future financial needs and the needs of those who depend on them. By enabling more people to confidently protect their tomorrow, we provide them the freedom to embrace their today. For more information about Protective Life Insurance Company, a subsidiary of Protective Life Corporation (NYSE: PL), visit www.protective.com. Protective and Protective Life refer to Protective Life Insurance Company (PLICO) and its affiliates, including Protective Life & Annuity Insurance Company (PLAICO). Life insurance and annuities are issued by PLICO in all states except New York and, in New York, by PLAICO. Both companies located in Birmingham, AL.