Sex And The City star Chris Noth is paying tribute to his late father - he has agreed to promote life insurance awareness in the U.S.

Noth was nine years old when his dad Charles, an insurance salesman, lost his life in a car crash, leaving his mother Jeanne to support the family and put Noth and his brothers through college on her husband's policy.

Now the star has agreed to become the spokesperson for Life Insurance Awareness Month in September (09) to encourage Americans to take care of their loved ones by investing in insurance policies.

He says, "I know from personal experience that life insurance can be the bedrock of a family's financial security." (PAW/WNWCDN/KD)

Copyright 2009 WENN