• July 9, 2009

Actor Chris Noth, star of "Sex and the City" and "Law & Order" has been hired by the insurance industry this summer to publicize the importance of life insurance.

Noth will serve as the national spokesperson for Life Insurance Awareness Month (LIAM) in September including an industry-wide campaign coordinated by the nonprofit LIFE Foundation. Noth will share his story of how life insurance benefited his family after the sudden death of his father at a young age.

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.

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.--Tanya Irwin