People, not policies: Zurich launches new protection campaign to help customers prepare for more life
For further information, please contact:
Miranda Kyte, Zurich UK Media Relations Manager
0748 446 2799
miranda.kyte@uk.zurich.com
05 November 2026
- New Zurich campaign reframes life insurance around preparing for more life
- Creative shifts the conversation from life's end to life's milestones to highlight how protection can support customers year after year
- National campaign launches across TV, radio, digital and out-of-home channels throughout November, including The Great British Bake Off final
- Louise Colley: "Better customer outcomes start with understanding people, not just policies."
Zurich has launched a new advertising campaign designed to challenge traditional perceptions of life insurance and encourage a different conversation about protection.
Built around the idea of preparing for more life, the campaign moves beyond the industry's traditional focus on life's end and celebrates the moments and milestones that matter most in people's lives. The campaign reflects Zurich's belief that protection should play a role throughout life's journey.
Protection for all of life, not just life's toughest moments
Life insurance has traditionally been associated with what happens at the end of life. Zurich believes customers are more focused on the people they care about, the future they are building and the milestones still to come.
Supporting customers beyond the policy
The campaign reflects Zurich's wider approach to supporting customers beyond the point of purchase and throughout their lives. Life Protection customers can access Zurich Support Services, which mental health counselling alongside emotional, practical and wellbeing support. They can also use the newly launched Zurich LifeVault, a secure digital service that helps customers organise, protect and share important life and legacy planning documents.
Earlier this year, Zurich expanded its customer support offering with Empathy Loss Support, available to all Life Protection customers and Zurich registered advisers. The service provides bereavement support to help families navigate both the practical and emotional challenges that can follow the loss of a loved one. Together, these services demonstrate the support Zurich can provide beyond the policy itself.
Bringing protection to life
The campaign centres on birthdays, a universal symbol of life's milestones and the years still to come. Through celebrations spanning generations and cultures, it explores how protection can support customers year after year. The campaign features celebrations from the UK, Italy and Japan, reflecting Zurich's global footprint as an insurer serving customers in more than 200 countries and territories.
Our new TV advert
Birthdays, such special days all over the world, people are having more and more of them.
And with benefits like mental health counselling and support during your toughest moments, we help you prepare for more life.
Because at Zurich, our life insurance isn't just for your last day.
It supports you year after year after year.
Protection products play a vital role in helping families build financial resilience, yet they are often discussed through the lens of risk, uncertainty and product features. Zurich believes there is an opportunity to engage more customers with protection by focusing on the confidence, security and peace of mind that it can provide.
By increasing awareness of protection and encouraging a broader conversation about its value, Zurich hopes the campaign will help advisers engage more customers with protection planning and reinforce the role protection plays in supporting financial resilience. Customers are encouraged to speak to a financial adviser or visit Zurich's website to learn more about protection and how to find an adviser. The campaign will run across TV, video-on-demand, radio, digital and out-of-home advertising throughout November, including during major televised moments such as the final of The Great British Bake Off, live international and Premier League football coverage, and advertising placements at Bank station in London.
Louise Colley, Director of Retail Protection at Zurich UK, said:
"Life insurance is often viewed through the lens of what happens at the end of life, but for most people it's really about everything that happens before that. Customers think about family, security and the future - not products and policy features. That's why we've focused this campaign on the moments and milestones that matter most to customers. We've also chosen to place the campaign in environments where families and communities come together, helping us connect these messages with audiences already thinking about shared experiences and important life moments.
"Creating better customer outcomes starts with understanding people, not just policies. When we connect with what matters most in people's lives, protection becomes more meaningful, accessible and relevant. Importantly, the campaign also brings our strengthened customer proposition to life, showcasing services such as Empathy Loss Support and Zurich LifeVault, and helping more customers understand and make use of the practical, emotional and wellbeing support available through Zurich."
Notes to editors
The campaign launched 1st November in the UK, before a global roll out in 2027. It will run across TV, video-on-demand, radio and out-of-home advertising throughout November. TV placements include UEFA Nations League coverage, Premier League football and The Great British Bake Off final, supported by radio advertising and out-of-home activity at Bank station.