Aviva launches TV advert to promote life insurance
Wed, 19 Jan 2011
Aviva has launched an emotional TV ad that focuses on the impact of life insurance on a family following the death of the father.

According to Louise Colley, head of protection marketing at Aviva, consumers who took part in research to inform the campaign said that "emotional disturbance" would be the most effective way to address the protection gap.

She said: "The advert was designed to avoid shock tactics while creating an emotional connection with its audience. One in every 29 children under 16 in the UK loses a parent yet millions of UK families are still under-protected financially. Our challenge was to tackle the traditional barriers that prevent people taking out life insurance and make people sit up and take action.

At the end of the advertisement, viewers are advised to contact an IFA for further information, rather than providing contact details for Aviva. Ms Colley said that it should be a "conversation starter" for advisers.
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