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Aviva : unveils new Healthy Cheer campaign

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Aviva today launches a new social media brand campaign that gives people the opportunity to recognise and celebrate their friends’ health-related achievements.

With a strong digital and social media component the Healthy Cheer campaign will give thousands of people across the UK the chance to nominate their friends to receive a personalised message of encouragement from a team of Aviva cheerleaders.

Members of the public can have their chance to take part by nominating their friends at the Aviva Facebook page. Any health-related achievement will be considered, however big or small. Examples could include giving up smoking, taking more exercise or simply eating more fruit. Aviva will then work with selected  nominees to arrange a suitable time and place to surprise their friend and celebrate their successes.

The campaign, which is supported by online display advertising and video seeding, starts on 3 May and filming of the personalised “Aviva Cheers” will take place between May and July. These will be shared on Aviva’s Facebook site and YouTube channel.

The campaign is the first social media campaign of this scale to specifically associate the Aviva brand with good health.

Simon Arnold, customer director at Aviva UK Health, says: “We all have good intentions to get a bit fitter but we also know it can be hard to keep our motivation up. This campaign is designed to connect with people on a personal level to celebrate their efforts and encourage them to keep going. By using social media we can help to recognise people’s individual achievements, and hopefully help them to improve their health.

“Obviously not everyone can be visited by a team of Aviva cheerleaders, but we’re hoping that our campaign will encourage people to celebrate their friends’ efforts to look after their health and wellbeing and help them reach their goals – however big or small they are. Sometimes we forget that a few words of encouragement can go a long way.”

Earlier this year, Aviva’s New Year, New You research showed that 72% of people have resolved to get fit in 2011. The top five health goals are:

  1. Lose weight (71%)
  2. Exercise more (66%)
  3. Eat more healthily (59%)
  4. Manage stress (21%)
  5. Cut back on alcohol (20%).

The research also showed that in past attempts over half of people (54%) have failed to meet their goal.

For each of the first 1,000 nominations, Aviva will donate £1 to UK charity partner Railway Children, as part of its global Street to School programme; supporting initiatives that help children living and working on the streets back into education or training. This is part of a five year commitment to helping 500,000 children worldwide fulfil their potential and to raising awareness about the plight of street children who are largely unrecognised by society.

Source : Aviva Press Release