The customer counts in Aviva's global campaign

Members of the public will be able to have their photographs projected onto giant screens on buildings in London, Warsaw, Paris, Singapore, Delhi and Mumbai.

Mark Hodges, chief executive of the insurance giant's UK business, told the Yorkshire Post the campaign was about "getting people to think about their own circumstances and financial planning".

He said: "It's all part of developing the company around being much more customer focused."

It is the latest high-profile campaign for Aviva, which spent 10m on promoting its new name after deciding to ditch the Norwich Union brand last year.

Mr Hodges would not comment on how much he plans to spend on advertising in the coming year, but said: "Everything we spend we think offers us value."

Mr Hodges, the former head of the York-based life business, said he is hearing different views about the prospects for the UK economy.

He added: "The convergent view is that we are in for a period of slow but steady economic growth.

"There's a risk of double-dip recession, but we don't want to get too fixed on the mechanics of recession.

"It's about people's spending power. We are seeing people's savings rates increase across Europe. People want long-term savings products as they think more long-term from their own planning perspective."

He declined to comment on reports that rival insurers were plotting a break-up bid for Aviva, which rejected RSA's 5bn bid for its general insurance business in August.

On his plans for Aviva, he said: "To make sure we have high-performing life and general insurance companies for our customers and shareholders."

He believes that Aviva can create "that little extra bit of value" by running the two businesses in a more integrated fashion and is focusing on improvements in branding, distribution, customer interaction, cost and capital.

"We have done a lot," he said, referring to past integration work. "But is there more we can do? There is always more."

Aviva employs 5,000 in Yorkshire, mainly in York, Sheffield and Leeds.