Sun Life 2010 Annual Report Download - page 9

Download and view the complete annual report

Please find page 9 of the 2010 Sun Life annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 162

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142
  • 143
  • 144
  • 145
  • 146
  • 147
  • 148
  • 149
  • 150
  • 151
  • 152
  • 153
  • 154
  • 155
  • 156
  • 157
  • 158
  • 159
  • 160
  • 161
  • 162

5Sun Life Financial Inc. Annual Report 2010
In 2010, Sun Life initiated several major advertising campaigns which have generated
increased consumer recognition of our brand in Canada, the U.S. and the Philippines. In the
U.S., we purchased the naming rights to Sun Life Stadium in Miami and garnered over 3 billion
impressions from the Super Bowl alone. In the Philippines, we launched an advertising
campaign encouraging Filipinos to consider the importance of saving, investing and having a
financial plan. And in Canada, we took an innovative approach in our advertising to show the
strength of our advisors and the value of holistic advice.
Throughout this past year, I have had the privilege of chairing the Task Force on Financial
Literacy, which spent many months consulting with Canadians on an issue that is critical to
their prosperity. The objective of strengthening the financial skills of Canadians is a long-term
undertaking that is increasingly relevant to each individual and household and to our society
as a whole, irrespective of the particular state of the economy. Canadians have never before
faced such a combination of economic circumstances: low interest rates, volatile equity
markets, high personal debt levels and a vast number of choices in financial products. I am
confident that the Task Force’s recommendations provide a clear path toward greater financial
literacy and, in doing so, will help all Canadians build a brighter future.
Doing the right thing for our business means also doing the right thing for our communities.
In addition to formal philanthropic support of health and wellness, culture and education,
around the world our people take active leadership roles in their communities. Among many
examples, we received the “Caring Company” award from the Hong Kong Council of Social
Service for outstanding efforts in support of the environment, employee relations and
community giving. For the fifth time in seven years, Sun Life was also selected as one of the
Global 100 Most Sustainable Corporations in the World, the only North American insurer to
be so recognized.
Working with integrity and respect, focusing on our customers worldwide, learning from our
experiences and celebrating our successes is a key source of our strength. The commitment of
our employees, advisors and distribution partners around the world sustains our ability to
deliver on our promises. I thank each of you for your hard work and professionalism.
As we continue to build for the future, we recognize that, for many people, the current
economic climate is a source of confusion and uncertainty. While there are no easy answers,
our commitment remains: to apply all our strength, expertise and disciplined business
practices to help make life brighter under the sun for all our stakeholders.
We LISTEN to our customers
with the aim of improving
service and developing
solutions that make it easier
to do business with us
DONALD A. STEWART
CHIEF EXECUTIVE OFFICER
B6/)B$5B,16,'(BB3DJHVLQGG $0