AIG Life has created The Spencer Family - a fictitious family the insurer will be using in communications to help advisers make protection needs more 'real' for their clients.
The family consists of 33 members, spanning four generations or 1,219 years' worth of lives, who highlight the importance of different cover from care needs to children's critical illness.
Advisers can use the family as a tool with clients to demonstrate how different insurance propositions from AIG can help families facing different economic and medical situations.
The insurer will be using the Spencer campaign throughout the year and will also use it to accompany product launches and form the basis of other materials such as blogs.
AIG Life senior marketing manager Julie Hughes-Edwards said: "We realised advisers need to be able to bring stories to life to help customers bring to life their own needs.
"We designed the family to reflect real life scenarios, they are modern families, and this will help advisers demonstrate the issues that customers need to think about, the different types of insurance that can be put in place and factors such as medical issues to help customers understand that cover can be more accessible than they think.
"We asked our sales team to sense-check it as they have financial adviser qualifications. We sat everyone down and sense-checked it to make sure the scenarios that we have used are right for adviser and customer needs."
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