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

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Sex and the City and Law & Order Star to Raise Awareness of the Need for Life Insurance in Public Service Announcements

Arlington, VA – July 8, 2009 – This summer and fall, Chris Noth will team with the insurance industry to help tackle a big problem facing far too many American families – the lack of adequate financial protection through life insurance. Noth, star of Sex and the City and Law & Order, will serve as the national spokesperson for Life Insurance Awareness Month (LIAM). Observed in September, LIAM is an industry-wide campaign coordinated by the nonprofit LIFE Foundation to help educate the public about the importance of life insurance. Noth will contribute to the awareness-building effort by sharing his story of how life insurance benefitted 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.