PruProtect will be launching a consumer protection campaign to increase awareness of the need for protection insurance and its proposition.
The campaign will highlight how PruProtect policies provide true living insurance and enhance policyholders' day to day life, as well as guarding against potential disaster.
The campaign will feature PruProtect's Vitality ambassador; Olympian Jessica Ennis-Hill (pictured) and will lead with the message "Protect tomorrow. Live today".
Customers will be encouraged to speak to a financial adviser or contact PruProtect to find out more.
Initially in national and regional press, online and outdoor, including billboards, the campaign will also highlight the benefits of the insurer's Vitality healthy living programme.
Advisers can access the awareness campaign by downloading a marketing toolkit which will allow them to promote the benefits of PruProtect and Vitality to their own client bank.
Justin Taurog, distribution and marketing director at PruProtect said: "We feel that the Protection market in the UK is failing customers by using scare mongering tactics when trying to promote the need for cover. By focussing on wellness and the concept of living insurance, we believe that PruProtect policies can be rewarding in many ways and offer more than just peace of mind."
Roy McLoughlin of Master Adviser said: "A provider who is prepared to help raise public awareness of such a crucial product is to be applauded. Protection is a brand in itself and the industry needs to join hands in its promotion."
