The firm is encouraging advisers to discuss the positive aspects of family life with their clients rather than the need for products.

It hopes this will change the way clients’ think about protection and make them feel empowered to safeguard their families’ futures.

Aviva has also provided advisers with support materials such as guides on how to pinpoint clients’ protection needs and case studies.

It will also cover common objections advisers may face from clients around protection products and how they can be overcome.

The campaign follows on from its protection awareness campaign and a series of TV advertisements which were shown last year.

These adverts will be re-run on mainstream channels and will direct consumers to contact a financial adviser.

Louise Colley, head of protection sales and marketing for Aviva, said: “Family life is such a compelling topic, it really helps to get consumers engaged-so we’re helping advisers shift the focus of conversation away from finances and onto families.

“We want to show how together we can protect the precious things that are unique to each individual family.”