"Sex in the City" star serves as Life Insurance Month spokesperson

Well-known actor Chris Noth, star of TV’s “Law & Order” and “Sex in the City,” will add some extra visibility to upcoming national efforts to highlight the importance of life insurance.

Noth will be featured in various advertising campaigns as part of September’s Life Insurance Awareness Month, an industry-wide campaign coordinated by the nonprofit LIFE Foundation. The actor will be featured in spots sharing the story of how life insurance benefited his family after the death of his father at a young age.

Noth grew up in a life insurance-related family, with both his father and grandfather working as agents. But when his father was killed in a car accident when Noth was only nine years old, his mother was left behind to raise he and his two brothers on her own. Luckily, his father had been well insured, and the proceeds allowed his single working mother to look after the family and put all three kids through college.