Two young people who have suffered critical illnesses are to star in a major marketing campaign by Permanent Insurance in a bid to promote cover.

Joanne Sprawson, a 17-year-old who was diagnosed with breast cancer and is now recovering, and Michael Buckley, a 23-year-old who was paralysed following a diving accident will feature in the high-profile campaign intended to raise awareness of the benefits of critical illness cover.

Adverts will appear on the London Underground, billboards, the national press and through independent financial advisors.

The “Get Some Permanent Help” campaign will be supporting the Chris Perrott Critical Illness Trust – for each policy sold a contribution will be made to the charity.

The advertising will start on September 1st, at key poster sites across the UK's major financial centres.