Aviva launches 'emotionally disturbing' life cover campaign

The 40 second spot that stars Paul Whitehouse will be joined by adverts in many national newspapers. The provider said the campaign is aimed at highlighting the importance of taking out life insurance and addressing the barriers commonly cited by consumers as reasons for not buying the cover. Louise Colley, head of protection marketing at Aviva, told COVER that consumer research conducted by the provider indicated current industry messages were not emotionally hard hitting enough. "We consulted consumers across the UK and created six concepts that would make them respond to life in...