Aviva launches "Youmanity" campaign

Aviva USA has launched a brand campaign pledging to bring humanity back to the life insurance industry.

National TV ads, airing during shows like “Dancing with the Stars” and “Modern Family,” feature paper people — to represent how Aviva believes its competitors view customers. The paper figures then morph into real people, as a voiceover explains that Aviva sees its customers as more than just policies. The ads conclude with the tagline “Building insurance around you.”

The ads expand on a two-year internal transformation process at Aviva. The employee-led initiative, dubbed the You Movement, sought to refocus the company on its customers and agents.

“This idea is about so much more than an advertising campaign — it’s an expression of our company culture,” said Chris Jones, Aviva USA chief marketing officer. “That’s why two years ago, before we started sharing our story with customers and agents, we began to change the culture here at Aviva.”