Life Insurance Awareness Month

Mr. Big is the 2009 LIAM Spokesperson

With September only a few months away, the LIFE Foundation is gearing up for another Life Insurance Awareness Month campaign (LIAM). To focus Americans on their need for life insurance during LIAM, LIFE has enlisted the help of a celebrity with a special connection to the life insurance industry.

Chris Noth, an accomplished actor who is probably best known for his leading roles on Sex and the City and Law & Order, grew up in a life insurance family. Both his father and grandfather were agents for Prudential. Sadly, that’s not where Noth’s connection to the industry ends. His father died in an automobile accident when Noth was 9 years old, leaving his mother to raise three boys on her own.

To support her family, Noth’s mother, a broadcast journalist, continued to work following her husband’s death. Fortunately, she was also able to rely on her husband’s life insurance coverage. The insurance helped maintain the family’s standard of living and was particularly important when Noth’s mother was in between jobs and not bringing home a paycheck. Insurance proceeds also helped put Noth and his brothers through college.

"I know from experience that life insurance can be the bedrock of your family’s financial security,” said Noth. “I’m very excited for the opportunity to use my story to deliver this important message to the American people. Life insurance is not a subject that people like to talk about, but it needs to be talked about."

Beginning in July, Noth’s story will be broadcast nationally in the form of television and radio Public Service Announcements. To help advisors share Noth’s story with the public, LIFE will create a downloadable flyer that will be made available in the weeks leading up to LIAM.

For more information: See www.naifa.org/LIAM or www.lifehappens.org/liamkit.