Enter Hungry Hugo. I created a game and used an eating metaphor to show how risk worked at Aviva. I backed it up by a lively website and launched the campaign in Aviva’s cafes. I put Hungry Hugo stickers on all the food and drink, aired the game on TV screens and created a coffee loyalty scheme. And just in case employees still weren’t getting the message, huge cut-outs of melons, bananas and sweetcorn went into the receptions and staged a takeover of computer screensavers.

It went down a storm. And it kick-started the conversation Aviva had hoped for.