**

National Friendly Society, a leading provider of income protection and other financial products in the UK, has launched a nationwide campaign, "Cover the Country," aiming to raise awareness about the critical importance of income protection insurance and improve accessibility for families across the nation. This initiative tackles the persistent underinsurance gap in the UK, encouraging individuals to safeguard their financial stability against unexpected illness or injury.

Understanding the Urgent Need for Income Protection

Income protection insurance, often overlooked, acts as a crucial safety net, providing a vital income stream during periods of sickness or disability. Unexpected illness or injury can significantly impact household finances, leading to debt, financial hardship, and even home repossession. The "Cover the Country" campaign highlights these stark realities and empowers individuals to take proactive steps towards securing their financial future. The campaign targets key demographics, including young families, self-employed individuals, and those with existing health conditions who often find it difficult to secure affordable and comprehensive income protection plans.

Key Challenges Highlighted by National Friendly's Campaign:

• Underinsurance: A significant percentage of the UK population lacks adequate income protection, leaving them vulnerable to financial devastation in the event of illness or injury. The campaign aims to address this concerning statistic through targeted outreach and accessible information.
• Affordability: The cost of income protection can be a barrier for many. National Friendly's campaign emphasizes its commitment to offering competitive and flexible plans to suit diverse budgets and individual needs. They are promoting their range of income protection plans with different levels of cover and premiums to ensure wider accessibility.
• Lack of Awareness: Many individuals are unaware of the benefits and importance of income protection insurance or mistakenly believe they are adequately covered through other means like employer-provided sick pay (which is often limited and temporary). The "Cover the Country" initiative tackles this lack of awareness head-on.
• Complex Application Processes: The application process for income protection can be daunting and confusing, often deterring individuals from seeking cover. National Friendly is actively simplifying its application process and providing clear, accessible information to make it easier for people to apply.

The "Cover the Country" Campaign: A Multi-pronged Approach

National Friendly's "Cover the Country" campaign is not a single initiative but a comprehensive strategy designed to reach a broad audience. This includes:

• National Advertising Campaign: A robust advertising campaign across various media channels, including television, radio, print, and digital platforms, aims to increase public awareness of the importance of income protection. The campaign uses compelling storytelling to connect with viewers and highlight real-life scenarios of how income protection can make a difference.
• Community Outreach Programs: National Friendly is engaging with local communities through workshops, seminars, and partnerships with charities and community organizations to educate individuals about income protection and offer tailored advice.
• Digital Engagement: A comprehensive digital strategy includes an updated website with user-friendly resources, interactive tools, and FAQs to answer common questions and concerns. Social media campaigns are being used to engage with potential customers and share helpful information.
• Simplified Application Process: National Friendly has streamlined its application process, making it easier and quicker for individuals to obtain a quote and apply for income protection. They offer online applications and dedicated support staff to assist applicants throughout the process.
• Competitive Pricing and Flexible Plans: The society is emphasizing its competitive pricing structure and a range of plans designed to cater to the needs and budgets of various individuals and families.

Key Features of National Friendly’s Income Protection Plans:

• Flexible Cover Options: Choose the level of cover that best suits your individual needs and budget.
• Affordable Premiums: Competitive pricing to ensure accessibility for a wider range of individuals.
• Comprehensive Cover: Protection against a wide range of illnesses and injuries, including critical illnesses.
• Fast and Simple Application: A straightforward application process to make obtaining cover hassle-free.
• Excellent Customer Service: Dedicated support staff available to answer any questions or concerns.

Why Income Protection is Crucial for UK Households

In the current economic climate, income protection is more crucial than ever. The rising cost of living, coupled with increasing healthcare costs, means that even a short period of illness or injury can have devastating consequences. The ability to maintain your income and provide for your family during challenging times is paramount.

Who Should Consider Income Protection?

• Employees: Even with employer-provided sick pay, income protection provides additional financial security beyond the limited duration of employer benefits.
• Self-Employed Individuals: Self-employed individuals are particularly vulnerable to financial hardship during illness or injury, as they do not receive sick pay. Income protection is essential for maintaining their livelihood.
• Parents: Protecting the family income is vital for parents to ensure their children's well-being and financial security.
• Mortgage Holders: Income protection can help safeguard your home during periods of incapacity.
• Individuals with Pre-existing Conditions: While securing coverage may be more challenging, National Friendly works to offer plans to individuals with various health conditions.

Conclusion: Taking Control of Your Financial Future

National Friendly's "Cover the Country" campaign serves as a much-needed wake-up call for UK residents to prioritize their financial well-being. By raising awareness of the importance of income protection and offering accessible and affordable plans, National Friendly is empowering individuals and families to protect themselves against unforeseen circumstances. Taking proactive steps to secure your financial future is an investment in peace of mind and the well-being of your loved ones. Visit the National Friendly website today to learn more about income protection and how it can help secure your financial future.