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Aviva launches Healthy Cheer social media brand campaign

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By The Drum Team, Editorial

May 3, 2011 | 2 min read

Aviva has today launched a social media brand campaign giving people the opportunity to recognise and celebrate their friends’ health-related achievements.

The Healthy Cheer campaign includes a strong digital and social media component giving thousands of people in the UK the chance to nominate friends to receive personalised messages of encouragement from Aviva cheerleaders.

Achievements big or small, including giving up smoking, taking more exercise and eating more fruit, will all be considered and Aviva will then work with selected nominees to arrange a suitable time and place to surprise their friend and celebrate their successes

The campaign is supported by online display ads and video seeding, with personalised “Aviva Cheers” filmed between May and July and shared on the company’s Facebook site and YouTube channel.

Simon Arnold, customer director at Aviva UK Health, said of the campaign: “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.”

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