From the 1930s Government Life offered parents special policies for insuring their children’s lives. Benefits were not paid out until at least age 21 to make sure parents could not gain financially from the early death of their children. The bouncing baby in this 1950s ad was used to promote the scheme.
Courtesy of TOWER
Te whakamahi i tēnei tūemi
Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.