Yesterday marked the beginning of a month when the focus turns to a topic that most people don’t want to talk about or even think about: life insurance. But they do so at their own—and their family’s—peril. September is Life Insurance Awareness Month (LIAM). It’s a national campaign designed to draw attention to the fact that many people have no or inadequate amounts of life insurance, which, if not remedied, could have serious and long-lasting consequences for their families.

It’s not about scare tactics. It’s not about getting you to do something you don’t want to. It’s about staring reality in the face. LIMRA just published a study with some shocking numbers. But there is just one number that I want to focus on here: 11 million. Eleven million American families with children under 18 have no life insurance. 11. Million.

Numbers that big can often make your eyes glaze over … a thousand, a million—lots, right? Well, let’s make it individual. Let’s take a look at one girl, Tracy Basden, who found herself in financially dire straits because her parents had no life insurance. I’ve watched her video at least a dozen times, and it never fails to make me cry. Watch it here.

Imagine your children without parents and without money. How does that feel?

Now here is an example of a family that had proper life insurance in place. Actress Leslie Bibb is the spokesperson for LIAM, and says that she was fortunate to have a father “that loved his family enough to expect the unexpected. His life insurance was his legacy of love to our family, allowing us to carry on with our lives and to continue living.” While also heart-wrenching, her story has a very different ending. You can watch it here.

Life Insurance Awareness Month is not a really a national campaign, it’s a personal campaign. What are you going to do today to ensure that your family is taken care of if you die prematurely? You can come up with a thousand excuses for not getting the life insurance you need—11 million families have. I urge you to spend a few minutes with LIFE’s online Life Insurance Needs Calculator to see what amount of insurance you may need. And keep in mind that buying life insurance may be much more reasonable than you expect. For example, a healthy 35-year-old male can get a $250,000, 20-year level term policy for about $170 a year.

Make today the day that you stop being part of the 11-million-family statistic. Call me today for your free comprehensive life insurance review!