AVIVA – WHO'S GOT YOUR BACK

THE BACKGROUND:
Life insurance isn’t exactly something people are excited to talk about. It feels heavy, it feels uncomfortable, and most people avoid it altogether. Aviva wanted to change that.
So they rebranded life insurance as ‘life cover’ – shifting the focus to something more positive: having your life covered.

To launch the new positioning, Aviva created a radio show with iHeartRadio called Cover Stories, where famous guests shared who had their back throughout life. My task was to take that idea and bring it to social in a way that felt engaging, human, and shareable.

THE IDEA:
The campaign was hiding in plain sight. On the radio show, one unplanned question kept coming up: “Who’s had your back?” That became the platform for social. Who’s Got Your Back was created to bring Aviva’s “life cover” positioning to life in a way that felt human and relatable.

For this to work it had to be creator-led. We partnered with A Mug of Life, who was blowing up on Instagram for his simple but powerful format of offering strangers a cup of tea and chatting about life — the perfect way to anchor Aviva’s message. I also worked closely on talent selection to make sure every story mattered. Katie Piper spoke about how her mum supported her after surviving an acid attack. Jake Williamson, one of the UK’s first openly gay footballers, shared how his dad had his back through his coming out and rise to becoming a Hyrox world champion. And Grace Victory told her story of resilience after giving birth, falling into a coma, dying, and coming back to life.

Together, these stories showed that when it comes to life cover, what really matters is knowing someone’s got your back. The end result? People loved it so much they asked for more stories, and Aviva is now looking into continuing the project with A Mug of Life as an ownable content series.