The campaign will hit the regional and national press as well as billboards.
The group launched their Vitality Optimiser product in September 2013, which enables customers to control future premiums and benefit from an integrated healthy living programme.
Justin Taurog, PruProtect distribution & marketing director, said: “We feel that the Protection market in the UK is failing customers by using scare mongering tactics when trying to promote the need for cover.
“By focussing on wellness and the concept of living insurance, we believe that PruProtect policies can be rewarding in many ways and offer more than just peace of mind.”
The campaign will highlight the benefits the Vitality healthy living programme, which offers half price gym memberships, free weekly cinema tickets and discounted hotel breaks.
Advisers can also download a marketing toolkit, including posters, emails and letters, to promote PruProtect and Vitality to their own client bank from mid-February.
Roy McLoughlin of Master Adviser said: “A provider who is prepared to help raise public awareness of such a crucial product is to be applauded. Protection is a brand in itself and the industry needs to join hands in its promotion.”