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2005 Lotopompier Campaign: Industrial Alliance Renews its Commitment Towards the Quebec Firefighters Foundation for Major Burn Victims

Quebec City,

News Release

Industrial Alliance Insurance and Financial Services Inc. is proud to partner with the Quebec Firefighters Foundation for Major Burn Victims for the fourth consecutive year as the title sponsor of the 22nd Lotopompier campaign. Lotopompier, which is the foundation’s main fundraising activity, is a lottery that helps raise funds in Quebec to improve care given to major burn victims. Lotopompier tickets are on sale until July 5, 2005.

"Industrial Alliance and the Quebec Firefighters Foundation for Major Burn Victims share the same fundamental values, these being ensuring the security and well-being of others," stated Yvon Charest, President and Chief Executive Officer of Industrial Alliance. "In this sense, our partnership is quite natural. In addition to our corporate commitment, Company employees and agents have once again been personally invited to take part in selling tickets. The success of ticket sales in previous years shows that this cause is very dear to them."

In the scope of its partnership with the foundation, Industrial Alliance is also organizing an Internet contest in which up to $10,750 in prizes will be awarded. To enter the contest, participants must purchase a Lotopompier ticket and go to the Industrial Alliance corporate website at where they can complete a participation form and automatically validate their 2005 Lotopompier ticket until July 12, 2005. A total of 25 instant prizes of $200 each will be awarded through the automatic validation process and each participant becomes eligible for the grand prize draw of a financial product valued at $5,000. This year, the Company also added a new bonus prize: a home insurance policy at Industrial Alliance Auto and Home Insurance for a period of one year (up to a maximum value of $750).

About Industrial Alliance
Founded in 1892, Industrial Alliance Insurance and Financial Services Inc. is a life and health insurance company that offers a wide range of life and health insurance products, savings and retirement plans, RRSPs, mutual and segregated funds, securities, auto and home insurance, mortgage loans and other financial products and services. The fifth largest life and health insurance company in Canada, Industrial Alliance is at the head of a large financial group – the Industrial Alliance Group – which has operations across Canada. Industrial Alliance insures over 1.7 million Canadians, employs more than 2,600 people and manages and administers $30.0 billion in assets. Industrial Alliance stock is listed on the Toronto Stock Exchange under the ticker symbol IAG. Industrial Alliance is among the 100 largest public companies in Canada.

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Catherine Drouin
Senior Coordinator, Communications
Office phone: (418) 684-5000, extension 4664