Youth insurance campaign set to shock

UK company Permanent Insurance is today launching a provocative new advertising campaign, aimed at raising awareness of the need for younger people to buy insurance protection products. The campaign features two young people who have suffered unexpected critical illness and suffered financially because they did not have cover. Created by financial services communications agency Teamspirit, the campaign features striking images by royal family photographer John Swannell. ‘Our strategy was to make people stop and think,’ says Teamspirit managing director Tracey Spuyman. ‘These images reinforce the fact that this can really happen to you.’