Zurich has launched a new advertising campaign aimed at challenging traditional perceptions of life insurance and encouraging a broader conversation about the role of protection in people’s lives.
Titled around the idea of ‘preparing for more life’, the campaign shifts the focus away from death and final payouts towards the moments, experiences and milestones people want to protect.
The campaign forms part of Zurich’s wider approach to customer engagement, highlighting how protection can support financial resilience and provide practical, emotional and wellbeing support throughout people’s lives.
Running throughout November, the campaign will feature across television, video-on-demand, radio, digital and out-of-home advertising. Placements will include major televised moments such as the final of The Great British Bake Off, live international and Premier League football coverage, as well as advertising at Bank station in London.
Louise Colley, director of retail protection at Zurich UK, said the campaign aims to make life insurance more relevant by focusing on what matters most to customers, including family, security and their future.
She said: “Life insurance is often viewed through the lens of what happens at the end of life, but for most people it’s really about everything that happens before that. Customers think about family, security and the future – not products and policy features.
“That’s why we’ve focused this campaign on the moments and milestones that matter most to customers.”
The campaign also showcases Zurich’s customer support services, including Empathy Loss Support and Zurich LifeVault, highlighting the practical, emotional and wellbeing resources available to policyholders.
The creative concept was developed with 72andSunny Amsterdam as part of a wider global campaign focused on longevity and helping people prepare for longer, healthier and happier lives.