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October 09, 2009

Sun Life Financial Wins 2009 Retirement Income Communications Award for Annuities Campaign

Wellesley, MA (October 9, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced that its Annuities Division has won one of just two Retirement Income Communications Awards in the New Media category for its "Ready to Roll Client Seminar Program." Retirement Income Communications Awards are presented by InvestmentNews and the Retirement Income Industry Association in two categories: Printed Materials and New Media.

"It is an honor to be recognized by InvestmentNews and the retirement income industry," said Priscilla Brown, Senior Vice President and Head of Marketing. "Sun Life's Annuities marketing team is proud to receive another honor for clearly communicating the benefits of our products, and this particular award reflects positively on our commitment to provide insights and knowledge that drive customer action."

Sun Life's "Ready to Roll Client Seminar Program" helps advisors capitalize on the growing use of IRA rollover opportunities. Using a retro car and road graphic theme, "Ready to Roll" provides a CD containing all of the marketing and promotional materials advisors need to conduct successful rollover seminars and begin retirement income discussions with their clients.

The Retirement Income Communications Award recognizes the best in print and new media materials aimed at helping financial advisors better prepare their clients as they move from accumulating assets to the withdrawal of those assets for retirement income.

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 US $341.9 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.com/us.


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