Article date: 3 May 2011
Aviva today launches a new social media brand campaign that gives people the opportunity to recognise and celebrate their friends’ health-related achievements.
With a strong digital and social media component the Healthy Cheer campaign will give thousands of people across the UK the chance to nominate their friends to receive a personalised message of encouragement from a team of Aviva cheerleaders.
Members of the public can have their chance to take part by nominating their friends at www.facebook.com/avivauk. Any health-related achievement will be considered, however big or small. Examples could include giving up smoking, taking more exercise or simply eating more fruit. Aviva will then work with selected nominees to arrange a suitable time and place to surprise their friend and celebrate their successes.
The campaign, which is supported by online display advertising and video seeding, starts on 3 May and filming of the personalised "Aviva Cheers" will take place between May and July. These will be shared on Aviva’s Facebook site and YouTube channel.
The campaign is the first social media campaign of this scale to specifically associate the Aviva brand with good health.
Simon Arnold, customer director at Aviva UK Health, says: “We all have good intentions to get a bit fitter but we also know it can be hard to keep our motivation up. This campaign is designed to connect with people on a personal level to celebrate their efforts and encourage them to keep going. By using social media we can help to recognise people’s individual achievements, and hopefully help them to improve their health.
“Obviously not everyone can be visited by a team of Aviva cheerleaders, but we’re hoping that our campaign will encourage people to celebrate their friends’ efforts to look after their health and wellbeing and help them reach their goals – however big or small they are. Sometimes we forget that a few words of encouragement can go a long way.”
Earlier this year, Aviva’s New Year, New You research1 showed that 72% of people have resolved to get fit in 2011. The top five health goals are:
- Lose weight (71%)
- Exercise more (66%)
- Eat more healthily (59%)
- Manage stress (21%)
- Cut back on alcohol (20%).
The research also showed that in past attempts over half of people (54%) have failed to meet their goal.
For each of the first 1,000 nominations, Aviva will donate £1 to UK charity partner Railway Children, as part of its global Street to School programme; supporting initiatives that help children living and working on the streets back into education or training. This is part of a five year commitment to helping 500,000 children worldwide fulfil their potential and to raising awareness about the plight of street children who are largely unrecognised by society.
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1 A nationwide survey of 1,000 British adults in employment was carried out for Aviva by market researchers OnePoll. The opinion poll was hosted online at www.OnePoll.com between the 10 and 11 January 2011 and was available to its registered members.
Notes to editors:
Aviva is one of the world's largest insurance groups* with 53 million customers worldwide and 46,000 employees.
Aviva’s main activities are long-term savings, fund management and general insurance, with worldwide total sales of £45.1 billion and funds under management of £379 billion*.
In the UK, Aviva takes care of its 19.2 million customers by helping them look after their future, protecting what’s important – from their health to their homes, their cars to their business – and saving for the future.
Aviva has a 10.5%** share of the UK life and pensions market and insures one in six homes and one in 10 cars in the UK. It is also one of the oldest UK insurers, with a heritage stretching back more than 300 years.
RAC, which is owned by Aviva, provides breakdown and insurance services for individuals and businesses and has around seven million customers.
Aviva is carbon neutral worldwide, and is ranked in the top 10% of socially responsible companies globally by the Dow Jones Sustainability World Index. In the UK, Aviva invested £3.8 million into local communities in 2009. Read our corporate responsibility report at www.aviva.com/cr.
Aviva’s global Street to School programme is working in partnership with Railway Children in the UK to get children living on the streets back into education and everyday life. Find out more at www.aviva.co.uk/street-to-school.
The Aviva media centre at www.aviva.com/media includes images, company and product information and a news release archive.
For broadcast-standard video, please visit www.aviva.com/media/video/.
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* based on gross worldwide premiums at 31 December 2009
** Source: ABI data released August 2010