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Aviva links with charity for life insurance drive

Aviva has created a video for advisers, in partnership with bereavement charity Grief Encounter, designed to show how families are affected when a parent dies without life insurance.

The video, available to see on from July 12, is displayed alongside a checklist showing how advisers may use the footage to bring up the subject of family protection with their clients.

The video shows Aviva head of protection sales and marketing Louise Colley and Grief Encounter founder Shelley Gilbert discuss how children are impacted, underlying the importance of having life cover in place.

It is designed to take an “emotional approach” to show the importance of having protection in place as opposed to just using facts and figures.

In February, the provider launched a range of support materials to help advisers raise the topic of protection with clients and announced it was re-running its TV advertising campaign on life insurance.

Aviva’s protection awareness campaign began in January 2011, with its national TV ad promoting the benefits of life insurance.

Colley says: “When we heard how it feels from a child’s perspective, we felt that we had to share this with advisers as this is something no parent would want their child to experience. The reality is shocking but we hope this film will help advisers and their clients to understand the true importance of having life insurance.”

Gilbert says: “At a time when families need even more security, not having financial security in place is a huge burden in their already troubled worlds. It is therefore vital that parents take those few minutes to make sure that should the unexpected happen, their loved ones are cared for.”


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