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Permanent wave of ads for the young

Permanent Insurance is targeting young people in an aggressive new marketing campaign aimed at raising awareness of the need for critical-illness protection.

The campaign will feature two young people struck down by a criticalillness who did not have protection and suffered financially.

Last year at the age of 17, Joanne Sprawson (pictured right) became the UK&#39s youngest person to be diagnosed with breast cancer. Michael Buckley broke his neck in a diving acci-dent at 21, paralysing his left arm and leg. Both are recovering.

Permanent is hoping the campaign will hit home with young adults. It wants to encourage IFAs to sell protection products.

The campaign will run in the national and trade press, on billboards and at London Underground stations.

For every policy sold, Permanent will make a donation to the Chris Perrott Critical Illness Trust, a charity founded by a former IFA diagnosed with cancer.

Permanent sales and marketing director Rod Macdonald says: “It is an awareness-raising campaign. The two youngmodels have suffered from illnesses themselves so hopefully it will add gravitas to the campaign. The goal is to get people thinking that this could happen to them.”

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