Content & Creative Corporate

May 17, 2017

Instinctif Partners and Aviva awarded Thought Leadership Initiative of the Year


Instinctif Partners have been awarded the Thought Leadership Initiative Of The Year award at the Headlinemoney Awards 2017 for our work with Aviva and their protection business on their ‘Generation Regret’ B2C campaign.

Recognised by the judges as being “a brilliant and really useful report… it was a campaign with great potential which tackled the issue of the moment”, Aviva’s Family Finances series brought protection issues to a younger audience by looking in-depth at the culture of saving versus spending among millennials. It revealed a third of graduates regret going to university because of their debts – this sparked a major debate across print, online, broadcast and social media. The report generated more than 100 articles and broadcasts, ranging from BBC Radio 4 Today programme, Victoria Derbyshire and Ian King Live to Vice magazine and a BBC Facebook video with almost 400,000 views.

You can read the full news release here and digest the report behind it here (or in video format here). Read more about our work with Aviva here and here.