Permanent Insurance has launched a marketing campaign to raise awareness, particularly among young adults, of the benefits of critical illness (CI) cover.
The Get Some Permanent Help campaign will include advertising posters at key London Underground stations, on billboards nationwide, and in trade and national press.
The poster campaign features young people who have suffered from CI or injury in an attempt to prompt the younger end of the market into buying the product.
Royal photographer John Swannell’s two subjects were Joanne Sprawson (above), who, at 17, was the youngest ever Briton diagnosed with breast cancer, and Michael Buckley, who broke his neck in a diving accident and spent nine months in hospital. Both have now recovered but had to do so without the financial help from a CI pay out.
Permanent has decided to focus its latest campaign on younger people in line with recent CI claims experience. In 1999, 49 per cent of female claimants, and 38 per cent of male, were under 40.
Although CI sales are increasing, around 68 per cent of policies sold are mortgage-linked. Only seven per cent of the UK’s adult population has CI cover.
Permanent sales and marketing manager Rod Macdonald said: “Neither Joanne nor Michael had any form of insurance and they were delighted to help raise awareness of the importance of having the right protection product.”