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Second push for Aviva protection campaign

Aviva is launching a range of support materials to help advisers raise the topic of protection with clients and is re-running its TV advertising campaign on life insurance.

A series of written guides and video case studies, along with information on potential life-stage protection triggers and how to spot clients’ hidden protection needs, will cover common objections that advisers can expect from clients and how to overcome them.

To complement the support materials, Aviva’s life insurance TV ad, featuring Paul Whitehouse, will be re-running on terrestrial channels from February 20.

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

In September last year, the company ran an income protection campaign on ITV and in December it launched a campaign on ITV highlighting the benefits of investments, retirement planning, health and life insurance and car and home insurance.

Head of protection sales and marketing Louise Colley says: “Family life is such a compelling topic – it really helps to get consumers engaged – so we are helping advisers to shift the focus of conversation away from finances to families.”

Plan Money director Peter Chadborn says: “There is a definite appetite to learn more about protection advising techniques and if it is of the same quality as the adverts, then I suspect this will be a good idea.”


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