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LV= launches new YouTube marketing campaign for Sick Pay Insurance products

Press release: 02/04/2014

Protection specialist LV= is launching a new YouTube campaign ‘Near Misses’ highlighting the importance of income protection.

The YouTube advert features a number of incidents where people narrowly avoid accidents and highlights that LV= Sick Pay Insurance would provide policyholders with a regular income if they were unable to work due to sickness or accident. The new advert was created and produced by creative production agency Across the Pond, and will run from March 2014.

Last year LV= launched a simplified income protection product, the first of its kind on the market. The product is aimed at working people living in the UK aged between 17 and 45 who want to protect themselves financially against being unable to work due to sickness, or an accident.

Like LV=’s Sick Pay insurance product, the YouTube campaign is aimed at those who do not typically seek financial advice and are therefore unlikely to take out a traditional income protection product. LV= recognises the importance of income protection as the cornerstone of most people’s financial planning and works extensively with advisers to provide support to them in addressing this need. This campaign is designed to increase awareness of the need for income protection in general and a simple alternative for those who chose not to use a financial adviser.

Lee Noon, Head of Digital at LV= said: “YouTube has fast become the destination for watching video content online so for the first time we are launching an advert designed specifically for this audience. With consumers increasingly using social media it’s becoming important to develop innovative marketing campaigns such as this which help increase engagement with our brand and our products.

“Whilst no one wants to think about getting ill, unfortunately nobody is invincible and the reality is that some people will need to be off work for a long period of time. Given that only a third of employees would receive more than statutory sick pay if they were ill, it is important for people to ensure they have a financial safety net in place.

“Whether someone is single, in a relationship or has a family, if they are unable to work and earn an income, most wouldn’t be able to make ends meet for long. With this campaign we hope to encourage people to protect the very thing that pays for their lifestyle: their income.”

The advert is part of a wider marketing campaign which includes PR, digital display, paid search and social media.

View LV=’s YouTube advert at http://www.youtube.com/watch?v=TT4ai0JPrNc

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For further information please contact:

Addy Frederick, LV=, 020 8256 6909, Addy.Frederick@lv.com

Paula Nugent, LV=, 020 8256 9367, Paula.Nugent@lv.com

About LV=

LV= employs 5800 people and serves over five and a half million customers with a range of financial products. We are the UK’s largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Liverpool Victoria Friendly Society Limited: County Gates Bournemouth BH1 2NF

LV= and Liverpool Victoria are registered trademarks of Liverpool Victoria Friendly Society Limited (LVFS) and LV= and LV=Liverpool Victoria are trading styles of the Liverpool Victoria group of companies. LVFS is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority, register number 110035. Registered address: County Gates, Bournemouth BH1 2NF.