Aviva has partnered with Heart, the UK’s largest radio channel, to launch a national marketing campaign encouraging people to reflect on their support networks and how protection insurance can help.
The ‘Aviva Cover Stories’ campaign has launched on the Heart network, with presenter and family policy advocate Anna Whitehouse speaking to well-known personalities about the people who’ve supported them through life’s highs and lows.
The series of short interviews shares personal stories from well-known figures, each chosen to resonate with groups that Aviva’s research shows have either overlooked or previously dismissed protection insurance.
Fran Bruce, managing director of protection at Aviva, said: “Our aim is to drive wider awareness of protection to help the overall industry, by starting to reach people who’ve never considered protection cover before and help them get ready for a more secure future for themselves and their families.”
The stories will broadcast every Saturday for the next six weeks during Heart’s Saturday Breakfast show with Mark Wright and Olly Murs, with information about Aviva’s life insurance products.
Shorter clips from each story will be featured on Heart’s weekday shows and will also be available on Global Player, the official Heart app, as well as Heart’s YouTube, Instagram and Facebook.
Aviva will also work to raise further awareness of protection insurance by supporting financial advisers throughout the campaign. It will provide resources and social content aimed at addressing doubts and misconceptions, helping advisers build trust with consumers who may be uncertain or unaware of protection’s value.