Chris Noth, who starred as “Mr. Big” on “Sex and the City,” will serve as national spokesman for Life Insurance Awareness Month in September.

The industry-wide campaign, sponsored by the nonprofit LIFE Foundation, seeks to educate American families about the need for financial protection through life insurance.

Chris Noth

Noth, who starred in the TV and movie about four women living in New York, as well as on NBC’s “Law and Order,” will contribute to the awareness-building effort by sharing his story of how life insurance benefited his family after the sudden death of his father at a young age, according to a statement from the LIFE Foundation.

Noth’s grandfather and father were life insurance agents. His father died when he was 9 years old, leaving Noth’s mother to raise he and his two brothers. Proceeds from policies his father obtained prior to his death helped his mother pay bills and put her three sons through college, according to the foundation.

“These are difficult times and many families are struggling. Especially at a time like this, life insurance can be that safety net that catches a family when tragedy strikes,” said Noth in a statement. “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.”

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.

“We are so pleased to have someone of Chris Noth’s stature lending his star power and voice to this important cause,” said Marvin H. Feldman, president and CEO of the LIFE Foundation. “No one likes thinking about life insurance, but if your family depends on you then it’s a subject you can’t avoid. Our hope is that Chris’ involvement in our campaign will help elevate the life insurance dialogue and get more Americans to take a serious look at their own need for coverage.”

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 insurance companies and industry groups.