Aviva's landmark 'You are the Big Picture' campaign returns

Aviva’s high-profile brand campaign "You are the Big Picture" returns this month.

Aviva’s high-profile brand campaign "You are the Big Picture" returns this month. It builds on Aviva’s commitment to putting individuals at the heart of its business, continuing a campaign that started in Autumn 2010.

The campaign begins on 19 September and has four key elements:

  • The flytower of the National Theatre’s Lyttelton Theatre will provide the backdrop for thousands of people to share their own moment of recognition. People across the world will be invited to submit photos and personal messages for a chance to be projected on a huge scale.
  • A bold new advertising presence will be unveiled at Paris Charles De Gaulle and London City airports featuring the stories of Aviva customers, employees and business partners.
  • Aviva is making a renewed pledge to raise funds to help street children through people’s participation in the campaign – Aviva will donate £2 per photo submitted to Save the Children. The charity will use the money to fund two new projects to help street children in India get access to education.
  • As part of the campaign, Aviva has formed partnerships with some of the world’s most influential publications – including the Financial Times, Time and the National Geographic.

Amanda Mackenzie, Aviva’s chief marketing officer, said: “We were delighted by the response to ‘You are the Big Picture’ last year. Almost 60,000 submitted their photographs, from more than 200 countries, and it’s hugely exciting to strike a chord with people in this way. 

“With this next phase of the campaign, we’re inviting anyone in the world to share their message about what matters most to them. 

“You are the Big Picture reflects our commitment to doing things differently, and it’s symbolic of our commitment to putting people first. By treating our customers as individuals – listening to their needs and engaging with them – we can connect with them more powerfully. The equation is simple – get it right for our customers and the business will benefit too.”

Following the strong public response to "You are the Big Picture" in 2010, this year’s campaign will give thousands of people around the world the chance to have their own moment of recognition by having a photo and personal message projected onto London’s National Theatre. 

Each person who uploads a photo and message via www.facebook.com/aviva will receive a unique piece of artwork – a collage of words in the shape of their face. The words will be taken from their Facebook profile. The portrait encapsulates both the image and the personality of the sitter. It shows that we at Aviva want to get to know our customers as individuals. Contributors will also receive a short computer-produced movie featuring their words forming into their image. 

If they are selected at random for projection, the artwork will be projected together with the photo onto the National Theatre’s Lyttelton flytower and streamed on YouTube.  Each person selected will be given the time of their moment of fame so they can watch it in person or via a live-stream on YouTube.  They will also receive a digital snapshot commemorating the moment.

For each photo and message uploaded, Aviva will donate £2 to Save the Children as part of its international Street to School programme, which helps street children with their education and training. The aim is to fund two mobile learning centres in communities in India where hard-to-reach children are in need of basic education and counselling. Each mobile centre will target up to 1,000 out-of-school children a year. In 2010, the photo uploads raised enough for Save the Children which funded two mobile learning centres which are able to help some of the hardest-to-reach children in Calcutta.

This forms part of Aviva’s five year commitment to help 500,000 children worldwide fulfil their potential and to raise awareness about the plight of street children, a group largely unrecognised by society. Children who go to Save the Children centres in Delhi funded by Aviva will also feature in the campaign.



Blue Rubicon
Tom Kirkham
+44 (0)20 7260 2700 / 07824 901 425 

Vanessa Rhodes
+44 (0)20 7662 2482 / 07800 699 546

Notes to editors :

For more information on the "You are the Big Picture" campaign please go to:

Projection dates:

  • 6–15 October: The National Theatre, London

About Street to School and Save the Children:

Aviva’s Street to School programmes around the world aim to help 500,000 children living and working on the streets get back into education or training by 2015. Street to School now supports 21 charities and organisations in Aviva markets worldwide and to date we have helped over 128,000 children.

Save the Children is Aviva’s global partner for the programme, supporting projects across Delhi and Kolkata.

Save the Children works in more than 120 countries. We save children's lives. We fight for their rights. We help them fulfil their potential.

For more information about Save the Children visit: www.savethechildren.org.uk

For more www.aviva.com/corporate-responsibility/street-to-school/

Aviva and the National Theatre:

Aviva is the proud sponsor of National Theatre Live, an innovative initiative pioneered by the National Theatre which sees live theatre performances broadcast in almost 500 cinemas across the UK and around the world.  Aviva is principle sponsor of NT Live. The new season began on the 15 September and will run through to Summer 2012.

For more details see www.ntlive.com

About Aviva: 

  • Aviva is the world’s sixth largest* insurance group. We provide more than 53 million customers with insurance, savings and investment products with total worldwide sales in 2010 of £47.1 billion**.
  • We are the UK’s largest insurer with 19 million customers and one in three households has a relationship with us. Our combination of life, health and general insurance is unique in its scale and breadth in the UK market. Customers can choose to buy our products through intermediaries, our corporate partners or from Aviva direct and we have become the partner of choice for many of the UK’s biggest organisations. 
  • We are ranked as one of the UK’s top 10 most valuable brands and Aviva plc are in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index. In 2010 we invested £4.3m into our communities in the UK, which included 1,500 Aviva volunteers giving 24,000 hours for good causes. In addition, our employees gave £600,000 through fundraising and donating. Read our corporate responsibility report at www.aviva.com/2010cr
  • Aviva is working in partnership with Railway Children through the Aviva Street to School programme to get children living or working on UK streets back into everyday life. Find out more at www.aviva.co.uk/street-to-school
  • The Aviva media centre at www.aviva.com/media includes company information and a news release archive.
  • For broadcast-standard video, please visit www.aviva.com/media/b-roll-library/
  • Follow us on twitter: www.twitter.com/avivaplc

* based on gross worldwide premiums at 31 December 2010.
** at 31 December 2010.