Emotional IFA campaign introduces '21st century widow's tale'


Aviva has launched an adviser-facing awareness campaign to help IFAs emotionally engage with clients and their families while approaching the subject of protection.

It includes a '21st century version' of the widow's tale and builds upon the provider's popular life insurance adverts which it will begin airing again today. The insurer has also agreed a partnership with childhood bereavement charity Grief Encounter to provide support to all claimants with children. Nationwide training sessions and adviser tools will be available which will focus on the positive aspects of family life and encourage conversations around ‘what makes your family special?' Aviva believes that by switching the emphasis from protection products to family life, advisers...

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