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 /CNW/ - 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 further information:

For further information: Krista Wilson, Manager, Corporate
Communications, Sun Life Financial Canada, (519) 888-3900 x 4896,

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