Aviva launches new radio campaign to promote life cover

Aviva is today launching a national radio advertising campaign to promote life insurance.

The six-week campaign consists of four adverts and continues from a 2011 television advertising campaign by Aviva which featured a ‘ghost father’, played by actor Paul Whitehouse, watching over his family from beyond the grave.

Each features a different character and views a family’s loss from a different perspective to highlight how protection can help from the point of claim, to years down the line.

Three of the adverts will highlight post-death scenarios to show different ways in which life insurance can help families at various stages after the loss of a family member.

The first advert features a new parent trying to calm his new baby, with the aim to promote the insurer’s free life cover for new parents, while the second features a widower trying to ring his insurance provider to inform them of his wife’s death.

The third involves a husband trying to cook his favourite meal, without the help of his wife, who has passed away. Finally, the “ghost dad” from the insurer’s 2011 adverts features in the last ad. The last two adverts are meant to highlight the high payout rates of life insurance policies.

At the end of each advert, the insurer prompts customers to contact it directly or to speak to a financial adviser.

Aviva protection distribution director Louise Colley says: “When we launched our television campaign in 2011, we knew from customer feedback that we needed to be brave in order to make people stop and think about their protection needs.

“No one likes to think about worst-case scenarios, but sadly they are a reality, so this campaign is a reminder that we need to consider ‘what ifs’ sooner rather than later.”

The campaign will begin airing across the UK from today and can be heard on Heart FM, Absolute Radio, Capital FM, Bauer, Free Radio (West Midlands) and Total Real Radio UK.