Case Study: AIG Life CPD Campaign

Bringing the professional development side of protection to life


In October 2018, a European Directive called the Insurance Distribution Directive (IDD) went into effect that mandated everyone selling protection and general insurance products must complete a minimum of 15 hours mandated continuing professional development (CPD).


United Kingdom


Financial services


Branding & communications


This  new mandate meant that all of AIG’s Independent Financial Advisors (IFA) needed additional training in order to be compliant. Taking a proactive stance, AIG asked how could they better support their intermediaries in selling Protection?


The brief

AIG developed the idea of a CPD Academy where compliant content could be housed so intermediaries could find everything they needed to meet the IDD requirements for CPD points.


The solution

In supporting the development of this academy, UP produced an overarching look and feel that was brought to life in an online awareness campaign, throughout all CPD documentation and in the online academy itself. 

The campaign had a distinctive and playful approach using the acronym CPD in a very different way. 

An online awareness campaign with a playful approach