Actor Chris Noth to Share Story of Loss in National Life Insurance Awareness Month

This summer and fall, Chris North will team up with the insurance industry to help tackle a major problem facing too many American families - lack of financial protection through the life insurance. North, star of Sex and the City and Law & Order, will be the national spokesperson for Life Insurance for Awareness Month (LIAM). Observed in September, LIAM is an industry wide campaign coordinated by the Foundation to nonprofit LIFE to help educate the public about the importance of life insurance. North will contribute to the awareness of the effort to share her story of life took advantage of his family after the sudden death of his father at a young age.

Noth grew up in a life insurance family. Both his grandfather and father were life insurance agents. But his connection to life insurance doesn't end there. Noth was just nine years old when his father died in a car accident, leaving behind his mother to raise Noth and his two brothers on her own. Fortunately, as an agent, Noth's father understood the value of life insurance and was adequately insured. The proceeds from his insurance helped Noth's family during that difficult time and enabled his single, working mother to put three sons through college. Noth will draw on that experience to help Americans understand that in today's difficult economic climate, the need for life insurance protection is more important than ever.



"These are difficult times and many families are struggling. Especially at a time like this, life insurance can be that safety net that catches a family when tragedy strikes," said Noth. "I know from personal experience that life insurance can be the bedrock of a family's financial security. That's why I'm proud to be working with the LIFE Foundation to share my story and help educate Americans about the need to plan for life's uncertainties. A family's financial future is too important to leave to chance."



Beginning in July, Noth will share his story in nationally broadcasted TV and radio public service announcements (PSAs). The PSAs will also be available on LIFE's website during the September campaign.



"We are so pleased to have someone of Chris Noth's stature lending his star power and voice to this important cause," said Marvin H. Feldman, CLU, ChFC, RFC, president and CEO of the LIFE Foundation. "No one likes thinking about life insurance, but if your family depends on you then it's a subject you can't avoid. Our hope is that Chris' involvement in our campaign will help elevate the life insurance dialogue and get more Americans to take a serious look at their own need for coverage."



In addition to engaging Noth, LIFE will coordinate a variety of communications and marketing efforts leading up to and throughout Life Insurance Awareness Month to educate Americans about the role and value of life insurance. Each year, LIFE is joined in its awareness-building efforts by more than 100 leading insurance companies and other industry groups. To learn more about Life Insurance Awareness Month, visit www.lifehappens.org/liam or contact Jon Dressner at jdressner@lifehappens.org.



About Life Insurance Awareness Month

Life Insurance Awareness Month was created by the LIFE Foundation in response to growing concern about the large number of Americans who lack adequate life insurance protection. According to LIMRA International, 68 million adult Americans have no life insurance, and most with coverage have far less than most experts recommend. Held each September, Life Insurance Awareness Month is an industry-wide effort involving hundreds of leading companies and thousands of insurance advisors.



About LIFE

The Life and Health Insurance Foundation for Education (LIFE) was founded in 1994 in response to the public's growing need for information and education on life, health, disability and long-term care insurance. LIFE also seeks to remind people of the important role insurance professionals perform in helping families, businesses and individuals find the insurance products that best fit their needs. To learn more about these topics, please visit www.lifehappens.org.

CONTACT: Jim Edwards 202-464-5000 -or- Tai Green 212-445-8239





SOURCE Life and Health Insurance Foundation for Education