Aviva has unveiled the second in its series of consumer focused protection adverts - this time promoting the importance of income protection (IP), with critical illness (CI) to follow.
The campaign will tell the story of Gary, a customer who claimed on his IP policy after a motorbike accident, and will run as a series of ten-second idents rather than one-off adverts. Aviva has said it will make the material available on YouTube along with other interactive and new media elements which it is encouraging advisers to use with clients. It hopes the promotion will lead to greater awareness of the product among the general public who will then seek advice from IFAs. Louise Colley, head of protection at Aviva, told COVER that the provider was aiming to build on the succ...
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