The ‘Tell us your story' campaign, by AMV BBDO, features print, outdoor, direct marketing and digital activity, showcasing real Aviva customers.
Each ad directs consumers to a website, www.avivatellusyourstory.com, designed by digital agency Soup, where they can nominate a 'local hero'. Weekly prizes of £1,000 will be granted to the winners of an online poll, with an overall winner set to receive £10,000.
Susan Helmont, head of brand at Aviva UK, said: "This campaign is an evolution of our brand-building work. We want consumers to engage with the brand in a different way, creating a real sense of how Aviva recognises what matters most to customers."
Media buying for the campaign, which launches on Monday, 7 June, is being handled by ZenithOptimedia.