The Life Insurance Market
Life insurance provider Unum is set to launch a TV advertising campaign to let the public know about the benefits of buying protection products.
In what is thought to be the first campaign of its type, the strategy will be aimed at making protection propositions more appealing to workers on lower incomes.
Unum's chief marketing officer Marco Forato explains that "people understand their pension benefits and their healthcare benefits, but they do not understand their protection benefits."
He adds that Unum see benefits like income protection and critical illness cover as being "equally important" and thinks that the public needs to know about them.
The advertising campaign will start in the New Year and will include pieces in trade and consumer press, as well as on television.
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