In the year 2021, thousands of protesters demonstrated against a law legalising same-sex marriage in Lithuania. To support the LGBTQ+ community, the life insurance company SB Draudimas created a new product: insurance for all families. In the eyes of the law, it enabled unmarried couples to officially become a family and feel secure. The new product was introduced with the slogan, “Insurance, which ensures the freedom of love”(orig.“Draudimas, kuris nedraudžia mylėti”)