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Business & Society

From brand transition to...Learn & Thrive!

In a bid to prepare for an increasingly global future Norwich Union, the insurance giant, transformed into Aviva. The change raised some interesting challenges and inspiring solutions...

Challenge

Rooted in the community over many generations, Norwich Union earned an enviable ranking as one of the most trusted brands in its sector. As it changed brands, the company needed to reinforce ties with its local community and reassure its stakeholders that Aviva would continue to build on the Norwich Union heritage - particularly in its large-presence communities such as York.

C&E Advisory was briefed to create an inspirational community and employee engagement programme, designed to reinforce the roots of the new brand and to support the transition to Aviva. Our research highlighted skills development as a key need in York's changing local economic landscape. It also highlighted the importance of public libraries as highly trusted spaces, visited by people of all ages and backgrounds. However, libraries suffer from an image barrier that discourages take up of the broad range of services they have on offer.

Solution

Armed with these insights, C&E worked with the City of York and Aviva to create 'Learn & Thrive'. This major programme has transformed the experience and use of public libraries into more welcoming, open, modern spaces, with cafes, radio frequency technologies and other resources helping to integrate libraries with community learning activities. Aviva has deployed its know-how, marketing expertise and other resources to drive up usage of libraries. The company and its employees help deliver financial capability programmes to hard to reach and disadvantaged groups in the community. The partnership is also transforming York libraries - the template for the programme - into one of the UK's top 5 performers.

Learn & Thrive has helped Aviva to demonstrate its continuing commitment to its heritage, whilst engaging key internal and external stakeholders. It is also helping to transform our view of public libraries and their role.