Energetic, positive and determined – these are the elements that link Ira Losco to British American Life in the new campaign titled Be prepared for Life.

The salient feature of the campaign is that life is indeed a beautiful journey despite encountering ups and downs along the way.

Ultimately, a positive and well prepared approach is more likely to yield success.

Ira is currently in the final preparations to launch her new album in October and has just returned form a very successful tour in Germany.

The track used for this campaign, Everyday, is her latest single and is currently being aired on the radio.

Ira Losco said: “This is an innovative campaign with a strong message that life is fun as long as we plan for it and approach it with a positive attitude.

“I am pleased to endorse the Be prepared for Life campaign as I believe it is a reflection of my approach towards life.”

Malcolm Briffa, head of marketing, research and development said: “This campaign seeks to promote a saving culture based on proper planning and preparation towards the achievement of each person’s dreams. We believe Ira is an excellent ambassador for British American Life as she has managed to combine her talent with hard work and a positive determination to succeed.”

British American Insurance Co. (Malta) Ltd, known as British American Life, is authorised under the Insurance Business Act, 1998, to carry on long term business of insurance and is regulated by the Malta Financial Services Authority. British American Insurance Co. (Malta) Ltd is a member of The Global Group.