The campaign, created by TDA, comprises three tailored press ads appearing in national newspapers including The Daily Telegraph, Daily Express and Daily Mirror. They encourage consumers to arrange a no-obligation appointment with a Norwich Union adviser.
The equity release promotion comes as the insurance giant launches a six-month TV, poster and internet campaign to advertise its name change to Aviva featuring Ringo Starr and Bruce Willis.
The core proposition of NU's equity release products is that they can help homeowners aged over 55 top-up their retirement funds by freeing up some of the capital in their homes.
Dominic Fraser-Smith, equity release group product manager at Norwich Union, said: "Many retirees are finding that their savings and pensions are not stretching far enough as savings interest rates fall and the cost of living continues to rise.
"For many people, equity release can be a sensible way to boost retirement funds without having to move home."
Matt Hall, senior account director at TDA, said: "In the current climate, it is more important than ever to position equity release as a safe and viable option for retirement planning.
"NU is empathetic to the financial struggle that prospects may currently be experiencing, and offers equity release as an accessible way to ease the situation."
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