Vitality launches new campaign to redefine life insurance

Vitality has launched a new campaign for its life insurance business, with its creative agency of record VCCP, bringing to life data that shows how you can live for up to five years longer when you have Vitality insurance. 

Building on the success of its Move Forward with Vitality platform, the new campaign, Life’s Pretty Good sets Vitality apart from competitors and underscores its progressive vision for the industry. The campaign aims to redefine what life insurance can do for people, offering not just protection but a pathway to a longer, healthier, and more fulfilling life.

At the heart of the campaign is a 30” film featuring Stanley, the charismatic dachshund who has been the face of Vitality’s advertising campaigns for the past 10 years. Stanley takes viewers on a feel-good journey, directed by Jim Gilchrist. It begins with Stanley in a bright pink Cadillac convertible cruising along a beach promenade. Stanley bops along to a classic tune, aiming to represent the joy of an active and fulfilling life. As the camera pans, the British public can be seen engaging in activities like running and cycling, underscoring Vitality’s message: that Vitality helps its members get active, which in turn, helps them live longer. Put simply: get more active, get more life.

In the new film, the health and life insurance company reveals the powerful statement that ‘you can live up to five years longer with Vitalit*’, which comes from the findings of a comprehensive study spanning seven years, from 465,000 Vitality members. The study, peer-reviewed by the London School of Economics (LSE),  looked at the impact of going from an inactive lifestyle to an active one, finding it could reduce their mortality by up to 57%, which is equivalent to increasing their life expectancy by up to five years.

The biggest improvements in life expectancy were seen in those who went on to be active five days a week, doing, for example, a run or walking 10,000 steps. Notably, those who increased their activity levels by a lesser extent, getting active only one or two days a week, could still increase their life expectancy, on average, by over two years, demonstrating that even small lifestyle changes can lead to significant health benefits.

Developed in partnership with its agency of record, VCCP, the campaign challenges the traditional perception of life insurance as a distant safety net. Instead, Vitality demonstrates how life insurance can become an active tool for improving everyday life. By encouraging and rewarding people for physical activity and healthy habits, Vitality demonstrated it can help its members live for up to five years longer. 

Since the launch of Move Forward with Vitality in October 2023, the campaign has driven significant business success, recently winning best financial services campaign at the Marketing Week Awards 2024.