A couple of weeks ago, Sun Life announced the launch of a new advertising campaign (“Get to Know Sun Life”), designed to raise Sun Life’s brand awareness in the U.S.  (See http://www.gettoknowsunlife.com/)

At the same time Sun Life is also running online advertising that emphasizes the fact that it have never received a government bailout in its 144+ years of existence.   The advertising is a counter of how long Sun Life Financial has gone without bailout money.  In addition to emphasizing Sun Life’s financial strength, it also highlights its longevity.

Many banks, insurers and investment firms have highlighted the fact that they have not received government funding–or have repaid the funding–in investor and analyst presentations, but very few financial institutions have launched advertising around this topic.