Aviva USA today announced a long-term commitment to bring humanity back to the life insurance industry. The campaign, launched through a series of national television ads featuring “paper people,” illustrates how Aviva sees customers as more than a policy. The national insurance provider pledges to meet the unique, individual needs of every customer by “Building insurance around you.”

Aviva’s ads demonstrate how it views customers differently than other insurers. The ads show “paper people,” representing how other insurers see customers merely as policies. The paper people then transform into real people, which is how Aviva views customers. The ads are airing during top-rated television shows including Dancing With the Stars, Desperate Housewives, Modern Family and The Mentalist.

“This idea is about so much more than an advertising campaign – it’s an expression of our company culture,” said Chris Jones, Aviva USA chief marketing officer. “That’s why two years ago, before we started sharing our story with customers and agents, we began to change the culture here at Aviva.”

Defined as the “You Movement,” this internal transformation was born out of Aviva employees’ passion and commitment to be a different kind of insurance company.

Chris Littlefield, Aviva USA president and chief executive officer, said: “Other insurance companies in the marketplace focus on the policy rather than the person. To us, nothing matters more than the people we serve – our agents and policy holders – and our employees who serve them. In short, Aviva is shaking things up by putting people before policies.”

Aviva strives to meet customer needs by recognizing them as individuals and placing them at the center of all it does. Instead of using complicated explanations of products, Aviva’s website includes videos of real customer stories explaining life insurance and annuity products. And printed material has been rewritten in simple, customer-friendly and jargon-free language.

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