The start of February means the launch of Insurance Careers Month, a combined push by industry groups and executives to attract more millennials to the sector. Their opening salvo: YouTube videos.

Brian Duperreault, CEO of Hamilton Insurance Group, is among the executives involved in the effort. His 1-minute, 45-second video, is an attempt to get a quick message across that the property/casualty insurance industry can be both rewarding and fun.

“You don’t expect to hear fun and insurance in the same sentence, but it’s true,” Duperreault said in his video, filmed at an office desk decorated with awards and photos. “You have chance to learn about all kinds of industries and products, figure out what type of risk they face, come up with a fair price for offering protection and make sure your company stays profitable.

“It can be a bit of a roller coaster, but what a ride,” Duperreault added.

Separate video testimonials featuring Inga Beale, CEO of Lloyds; Mike McGavick, CEO of XL Catlin; Dan Glaser, CEO of Marsh & McLennan; and Bob Rusbuldt, president and CEO of the Independent Insurance Agents & Brokers of America, are also posted on YouTube as part of the collaborative effort.

Duperreault first disclosed Insurance Career Month while speaking at the 2015 Property Casualty Insurers Association of America annual meeting in Hollywood, Fla. He spoke, in part, about the need for P/C carriers to increase their use of technology and attract more millennials to unlock its potential. The career effort will also include a number of millennial insurance industry employees relying on social media, plus appearances in schools and other venues to promote the P/C industry and what it has to offer.

The Institutes, MyPath, Valen Analytics, The Jacobson Group, InVEST and PCI are also involved in the project, along with the local Michigan Insurance coalition Insurance MI Future, which is also focused on bringing new blood to the insurance industry.

Throughout the month, industry folks participating in the project will be spreading the message of “Insurance as the Careers Trifecta: stable, rewarding and limitless.”

According to the Careers Month announcement, more than 320 companies and 400 industry professionals have signed on to support the initiative.

This isn’t Duperreault’s first YouTube video. An initial search of his name turns up several. Among them: a video posted in July features the red furry Muppet Elmo interviewing Duperreault’s about reading, as part of an initiative with the Insurance Industry Charitable Foundation to promote early literacy in children.