Chris Noth Fronts Life Insurance Awareness Month Campaign

"Sex and the City" star Chris Noth is teaming up with the insurance industry to help give awareness to the importance of having adequate protection by getting a life insurance.

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Noth will be the national spokesperson for Life Insurance Awareness Month (LIAM), which is observed in September.

Growing up in a life insurance company, the 54-year-old actor may be the perfect person to front the campaign. His father and grandfather were both life insurance agents. His father died when Noth was just nine years old. Fortunately, his father had a life insurance plan and thus, his family was financially secured even after the tragedy.

He will be sharing his story in nationally broadcasted TV and radio public service announcements starting this July. His PSAs will also be available for streaming on LIFE's website during the September campaign.

Noth said, "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."

The actor will also be coordinating a variety of communications and marketing efforts for LIAM to educate Americans about the importance and value of getting life insurance.