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New York Life Invites Consumers To Participate In 2008 Advertising Campaign

Welcomes Consumers to Create Ads Using New York Life’s Blue Box Logo

$100 Donation to Charity of Choice Awarded to Creators of Selected Ads, Which Will Be Posted On New York Life’s Web site

NEW YORK, N.Y., JUly 14, 2008 – As part of its ongoing 2008 Selfless Gift advertising campaign, New York Life Insurance Company today announced the Blue Box Challenge, (www.newyorklife.com/blueboxchallenge), an online contest inviting visitors to create advertisements using New York Life’s blue box logos. Creators of 10 selected ads will receive a $100 donation to the charity of their choice and the ad will be featured prominently on New York Life’s Web site.

“We are pleased to offer consumers a way to actively engage in our advertising campaign. We believe ‘user-generated content’ adds an interesting and innovative aspect to an already-successful campaign,” said Steve Rautenberg, senior vice president in charge of Corporate Communications, New York Life. “This Blue Box Challenge provides an outlet for consumers to participate in the creation of an advertisement with a fitting message – one we may use in our online campaign.”

Winning ideas will center on the themes of the Company’s core values — integrity; humanity; financial strength — and the differentiating theme of the 2008 ad campaign itself: life insurance as the most Selfless Gift of all.

The Blue Box Challenge runs through August 31. Ten ads will be selected and unveiled in September and featured on newyorklife.com during Life Insurance Awareness Month. The 2008 Selfless Gift advertising campaign, launched earlier this year, appears on billboards, telephone kiosks, the Web, and in magazines across the country.

New York Life Insurance Company, a Fortune 100 company, is the largest mutual life insurance company in the United States and one of the largest life insurers in the world. New York Life has the highest possible financial strength ratings from all four of the major credit rating agencies. Founded in 1845 and headquartered in New York City, New York Life and its affiliates offer life insurance, retirement income, investments and long-term care insurance. New York Life Investment Management, LLC provides institutional asset management, retirement plan and trust services. Other New York Life affiliates provide an array of securities products and services, as well as institutional and retail mutual funds.

Please visit New York Life’s Web site at www.newyorklife.com for more information.

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New York Life Invites Consumers To Participate In 2008 Advertising Campaign

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