Aviva joins forces with Joe Wicks to help improve the nation’s health


Aviva‘s health insurance business has joined forces with Body Coach Joe Wicks and Strava to launch a new challenge designed to help encourage the nation to take steps to improve their health and wellbeing.

Aviva and Joe Wicks

Aviva’s recent research found that around seven in ten (69%) people said they try to look after their health by exercising but know there’s more they can do.

When asked what’s preventing them from exercising, a third of people (33%), put it down to being too tired and a similar number (30%) said that other priorities mean there’s not enough time to fit exercise in.

Around two in five (41%) said that they lack motivation to exercise and just over one in seven people (15%) didn’t know where to start.  

The new initiative, developed in conjunction with Buddy Media, is designed to help address these customer pinch points, while positively engaging people with the Aviva health brand.

Supported by an integrated marketing campaign across social and digital channels, #MoveWithAviva is designed to be inclusive and accessible.

The initiative uses a range of media including social, digital, PR and influencer activity to drive reach and registration as well as useful content to engage people with their health and encourage participants to complete the challenge.

The challenge encourages everybody to kick-start new healthy habits by taking just 10 minutes a day to focus on their wellbeing. Joe Wicks is on hand to offer tips and support along the way.

Progress can be tracked and shared with others via Strava – the digital community for active people. Joe will also be sharing his own progress via the Strava app and on Instagram and offering fresh ideas and words of wisdom to help provide that much-needed motivation.

The #MoveWithAviva initiative reflects that everyone has different levels of fitness and a variety of health and wellbeing needs. People can choose what activity they do and when they do it.

To complete the programme people simply need to log 300 minutes of activity during April. This could include anything from walking, gardening, jogging, swimming or taking a moment of mindfulness to aid their mental health.

Cheryl Toner, Chief Customer & Marketing Officer at Aviva said: “As a nation many of us are living longer but not always living healthier. We wanted to launch a campaign that positively engaged people with our health and wellbeing products, while also having a social purpose.

“Aviva’s research highlighted that a lack of time, knowledge and motivation can all affect our abilities to exercise. We wanted our campaign to help address these challenges in an engaging, inclusive way.

“With over 100,000 people joining the #MoveWithAviva challenge in the first few days, the campaign is exceeding registration targets and we’re delighted to be working with Joe Wicks to help us bring our ambition alive.”

Talking about the challenge, Sam Budd, CEO and Founder of Buddy Media, said: “We’re incredibly excited to see our creative idea come to life. As Aviva’s social agency for this brief, our mission has been to create a powerful, customer-centric campaign focused throughout 2024.

“Underpinned by Aviva’s health and wellbeing values and driven through a fully integrated strategy spanning creative, content, influencers, PR, paid social, and brand partnerships, we specialise in market-leading social activations like this one.

“This is just the beginning of a very exciting journey with Aviva, and there are plenty more exciting moments up our sleeves.”

The #MoveWithAviva wellbeing challenge runs during April and is free to join. People can find out more and sign up for the initiative by visiting aviva.co.uk/movewithaviva and joining the Strava Club to log their progress.

People who complete the 30-day #MoveWithAviva challenge, which runs from 1 April -30 April 2024, will be in with a chance of winning one of the following prizes – a wellbeing break (£5,000 Secret Escape gift card), 10 x £100 Amazon vouchers and twenty 12-month subscriptions to The Body Coach App.

Winners will be chosen at random.

Entries need to be submitted by 12am 8 May 2024. Terms and conditions apply. People must be over 18 to take part.

#MoveWithAviva is the first in a series of initiatives with Buddy Media and Joe Wicks  which will run through 2024.