Aviva ad directs consumers to advisers

The ad is part of an initiative focused on aiding advisers discuss family protection products with clients and will star Phil Whitehouse.

The protection provider will also give advisers access to support materials on how to facilitate conversations with clients on family life protection.

Aviva says it recognises that many families are reluctant to think about worst-case scenarios and it aims to provide written guides and video case guides to help advisers.

The materials examine the most common objections that advisers can expect from their clients, along with guidance on how to overcome these obstacles.

Louise Colley, head of protection sales and marketing for Aviva says: "Family life is such a compelling topic, it really helps to get consumers engaged - so we're helping advisers to shift the focus of conversation away from finances and on to families.

“We want to show how together we can protect the precious things that are unique to each individual family. By providing a financial cushion, as well as giving invaluable peace of mind, we can help to keep those special moments special - whatever the future holds.”