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July 01, 2009

Sun Life Financial Wins 2009 IMCA Showcase Awards

Wellesley, MA (July 1, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced that it has won two Insurance Marketing and Communications Association (IMCA) Showcase Awards. Sun Life's Annuities Division received "Best of Show" recognition for its "Field of Dreams" campaign and "IRA Rollover Client Seminar." The Showcase Awards are presented annually to recognize outstanding marketing communications in the insurance industry, and this year's Showcase Awards Gala were held on Tuesday, June 30, 2009 in Seattle.

"We are proud to be recognized by the IMCA and the industry for our annuity marketing programs," said Stephen Deschenes, Senior Vice President and General Manager, Annuities Division. "Communicating clear and effective solutions to our business partners is critical, and the Showcase Awards confirm that Sun Life's marketing programs are designed to successfully address the needs of our customers."

Sun Life's "Field of Dreams" campaign won in the Total Marketing Communications Campaign to Producers or Consumers category. Featuring a retro baseball theme, the campaign helped generate referrals from branch employees to the financial advisor within the bank program. Winning Best of Show in the Electronic Communications category was Sun Life's "IRA Rollover Client Seminar." This seminar enables reps to capitalize on rollover opportunities, and was developed with a complete seminar program with all key materials available for printing straight from a CD.

Sun Life's Showcase Awards entries are also in the running for the SAMMY Award. This honor is given to the best overall entry, and is decided by voting attendees at the IMCA Annual Meeting.

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 March 31, 2009, the Sun Life Financial group of companies had total assets under management of US $297.5 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial's website at www.sunlife-usa.com.


Contact:
Jennifer Posterro
Sun Life Financial
781-446-1964
jennifer.posterro@sunlife.com

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