One building in six cities across the world including London, Warsaw, Paris, Singapore, Delhi and Mumbai, will project pictures of the public. Buildings will include The National Theatre in London, Ave Charles de Gaulle in Paris and Hotel Intercontinental in Warsaw.
The campaign was booked by Publicis Group media agency ZenithOptimedia with its Aegis joint venture specialist Meridian Outdoor and Aegis out-of-home agency Posterscope.
Booked through outdoor media owner JCDecaux, activoty includes wall and tunnel wraps in radio stations, digital 6-sheets, Transvision, banners, pennants, floor media and 6-sheets across major stations in London.
Those wishing to participate can upload their photograph at www.youarethebigpicture.com or via www.facebook.com/aviva.
For the first 250,000 photos uploaded by members of the public, Aviva will donate £1 per image to Save the Children as part of its global Street to School programme. Images of children who are being helped by the programme will also feature in the campaign.
Amanda Mackenzie, Aviva chief marketing officer, said: "We know insurance isn't just about policies and pensions – it's about people.
"That’s why we're making our customers the big picture, putting a spotlight on them and our people. 'You are the Big Picture' tells the stories of how we've provided help and support to people when they needed it most.
"Putting customers at the heart of everything we do not only makes sense for them, it makes good commercial sense too."