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Noth Is LIAM Spokesman

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Chris Noth, who starred in ‘Law & Order’ and ‘Sex and The City,’ will be the national spokesperson for the 2009 Life Insurance Awareness Month campaign.

Noth will start sharing his story in radio and television public service announcements this month, according to the Life and Health Insurance Foundation for Education, Arlington, Va.

The main life awareness month activities will take place in September.

Noth was chosen because he is the son and grandson of life insurance agents, and because his father died in a car accident when he was 9.

“Fortunately, as an agent, Noth’s father understood the value of life insurance and was adequately insured,” LIFE says. “The proceeds from his insurance helped Noth’s family during that difficult time and enabled his single, working mother to put 3 sons through college.”