Capital Markets Corporate

Aviva

How did we pilot and launch the Mid-Life MOT to advance the national policy agenda?

Challenge:

We worked with Aviva to develop a communications strategy to pilot and launch the insurer’s ‘Mid-Life MOT’ scheme, a UK first. The objective was to position Aviva at a national, political and industry level, as a champion of fuller working lives and demonstrate its commitment to the millions of working adults aged 45+. Aviva also wanted to promote the benefits of workplace guidance on work, wellbeing and wealth to other employers, and strengthen its standing with Government by leading efforts to embrace longer working lives.

Action:

Aviva hosted a Mid-Life MOT pilot, amplified by an integrated communications campaign. A national buzz was created by producing two insight-based news releases, evidencing the need to support workers aged 50+. A short documentary was filmed for key political and industry stakeholder meetings, and a showcase visit to Aviva’s Norwich office was organised for pensions minister Guy Opperman MP. A high-profile roundtable was held in February 2019 with Aviva. The event also showcased Aviva’s Mid-Life MOT as an effective means of retaining and supporting skills as the UK’s workforce ages.

Result:

The campaign results included 155 media stories with priority targets such as BBC Radio 4 Today, BBC News, The Daily Telegraph and the Daily Mail, plus social media engagement from financial media and industry influencers. Aviva also secured a prominent billing in a joint industry report outlining steps to better support the ageing UK workforce. The campaign was among those shortlisted for Thought Leadership Initiative of the Year at the 2019 Headlinemoney Awards.

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