With 66% of people uninsured and 54% confused by life insurance, Aviva needed to make life insurance feel understandable, relevant, and human, showing that a life insurer can be a trusted part of your support network.

Buddy partnered with A Mug of Life and talent including Katie Piper to create the "Who Had Your Back?" content series. Through honest conversations over a cup of tea, talent and members of the public shared real stories about the people who supported them through life's toughest moments. These emotional stories were then amplified through paid social and supported with educational content designed to move audiences from awareness to consideration. 

The campaign delivered 14.6 million impressions, 11.4 million video views and more than 230,000 clicks to Aviva's life insurance pages, generating over 2.2x forecast traffic. By combining trusted community platforms, relatable storytelling and recognisable talent, the campaign became one of Aviva's strongest-performing social campaigns to date.