North American actuarial organizations launch image campaign to promote a more accurate view of the profession and its value to business

• For Immediate Release: February 4, 2005
• Contact: Joel Albizo
• 847.706.3560

"Narrow and technical."

Too often, that's the employer's perception of the actuary, according to research conducted by the Society of Actuaries, and the profession's newly launched image campaign is aiming to dispel that outdated stereotype with a grassroots based program that focuses on how actuaries help turn risk into opportunity.

An Image Advisory Group representing the entire profession provides guidance to the campaign and ensures that all perspectives are considered. Participants include the American Academy of Actuaries, American Society of Pension Professionals and Actuaries, Casualty Actuarial Society, Conference of Consulting Actuaries, Canadian Institute of Actuaries, Colegio Nacional de Actuarios, A.C, and the Society of Actuaries.

The comprehensive, multi–year image campaign was officially launched on January 31 with the mailing of a special video presentation to the entire profession. This video CD was created to raise awareness of the need for the campaign, its goals, and why each actuary needs to participate. The video can be downloaded at Imageoftheactuary.org.

The goals of the image campaign for the actuarial profession are to:

• Create a more dynamic and relevant image in the minds of the employers.
• Build a vibrant, new image within the profession itself.
• Create a sustainable program that builds on each success.

The initial focus of the program includes CEOs and CFOs in insurance, reinsurance, and consulting firms, actuaries, recruiters, and decision makers in the "broader financial services" sector (e.g. investment banks, mutual fund companies).

"A robust, sustained campaign is needed to ensure the long–term growth and vitality of the actuarial profession," noted SOA Past President and Image Advisory Group Chair Norm Crowder, FSA. "Actuaries are the best kept secret in business because they can–and do–actually help turn risk into opportunity."

Immediate plans for the campaign include introducing an advertising program to build grassroots understanding and involvement within the profession, developing a resource kit enabling actuaries to communicate their value more effectively, and a public relations program targeting key decision makers on enterprise risk management.

For additional information about the image campaign and to view the image campaign video visit Imageoftheactuary.org.