Empowering Canadians earns Sun Life Financial top honours

Sun Life Financial receives 15 I.F.C.A. awards including Best of Show

TORONTO, Aug. 26 2009 – A plan member newsletter based on call centre feedback; a website and financial blog focused on today’s economy; and a tool to help advisors communicate the value of retirement planning are just some of the Sun Life initiatives recognized at the Insurance and Financial Communicators Association (I.F.C.A.) 2009 Annual Awards Competition.

Best of Show winner “Benefits Bulletin” newsletter from the company’s Group Benefits division was created in 2004 as an information tool to help plan members better understand and utilize their benefits plan. Over the years, the bulletin evolved to include questions from Sun Life’s call centre to ensure the content accurately addressed the needs of the plan member.

“We are pleased to be recognized by the Insurance and Financial Communicators Association for the creative and educational ways we reach our customers and advisors,” said Lori Bak, Vice-President, Marketing, Sun Life Financial Canada. “Especially during an economy like the one we’re in today, it’s important to listen, and provide clear and concise information to help empower Canadians to make the right financial decisions for themselves and their families.”

Four Sun Life initiatives were also honoured with Awards of Excellence:

  • The Advisor Prospecting Tool helping advisors demonstrate the importance of retirement planning to prospective clients.
  • The Group Tax-Free Savings Account print communications, educating employers, plan members, and advisors on the new government plan.
  • “What are you squirreling away?” campaign introducing a new defined contribution pension plan to plan members.
  • “Impressions of Provence” supporting a financial advisor convention.

Ten campaigns also earned Honourable Mentions.

Since 2004, Sun Life Financial has received 88 awards from the I.F.C.A. for its marketing and communications programs including 17 Best of Show honours. This year’s awards will be presented on September 15 at the I.F.C.A. Annual Conference in St. Louis.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of June 30, 2009, the Sun Life Financial group of companies had total assets under management of CDN$397 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. For more information on Sun Life Financial, visit www.sunlife.ca.