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.”

Aviva calls its new approach “Youmanity.” It has changed its Web site to include videos of real customer stories that help explain life insurance and annuity products. Printed materials have been rewritten in jargon-free language. And the company’s Wellness for Life insurance program rewards policyholders who live healthy lifestyles by reducing their life insurance premiums over time.

In the year ahead, Aviva reps say the company also plans to expand its commitment to charitable causes and improve on its product offerings.

Click to view Aviva USA’s television ad or learn more about Youmanity.