Aviva has unveiled the second in its series of consumer focused protection adverts - this time promoting the importance of income protection (IP), with critical illness (CI) to follow.
The campaign will tell the story of Gary, a customer who claimed on his IP policy after a motorbike accident, and will run as a series of ten-second idents rather than one-off adverts.
Aviva has said it will make the material available on YouTube along with other interactive and new media elements which it is encouraging advisers to use with clients.
It hopes the promotion will lead to greater awareness of the product among the general public who will then seek advice from IFAs.
Louise Colley, head of protection at Aviva, told COVER that the provider was aiming to build on the success of the previous series.
"We want it to educate people about what the product does and how it helps you when the worst happens," she said.
"And we hope advisers will weave it into the conversation they have with clients."
The idents will run as part of the company's sponsorship of flagship ITV drama Downton Abbey, which begins on Sunday, and will be shown before, during and after commercial breaks.
Although performed by actors, the films are based on real-life situations of customers who have claimed on their insurance.
The stories were chosen to show how the lives of everyday people can suddenly take a dramatic turn, but that financial support can help in their hour of need.
Later in the year, a second set will depict the story of how Jane, a single mother of two, used her critical illness policy as she coped with cancer.
The customers were heavily involved with the development of the adverts to ensure the portrayal is as realistic and true-to-life as possible.
Colley added: "Advisers have told us that our TV life insurance campaign helped them to engage with their clients because they were now aware of the need for protection.
"These latest idents will hopefully help to build awareness with consumers and therefore make it easier to open up further conversations.
"We hope the idents will encourage people to think about protection, so should the unexpected happen, the financial support is there to help at a very difficult time."
A campaign on the interactive (red button) itv.com and Facebook will run alongside it with the real customers telling the stories in their own words online too.
