Jonathan Bradley. Conceptual writer and creative strategist.

Award-winning ideas. Award-winning effectiveness. Creative direct response copy specialist. jonathan.bradley@virgin.net 07957 183 814

Jonathan Bradley. Conceptual writer and creative strategist.

Long live family life

Life insurance is a hard product for IFAs to sell, so we needed to give them new ways to talk about it. Applying behavioural economics and specially-commissioned YouGov research, this campaign builds the case for buying life insurance by starting a conversation on the value of family life.

We created highly effective broker and consumer communications quite unlike anything else in the market. Results were excellent and the campaign generated strong social media attention. And most importantly, we gave advisers new enthusiasm for talking to clients about life insurance.

Consumer card. Call to action on rear: Protect what's special about your family life. Talk to us about life insurance.

Broker press advertising

Consumer leaflet reveal

Online Broker ads

People started engaging with Aviva about life insurance on Facebook

... and talking about Aviva life insurance on twitter


  • For Aviva

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