The insurer is launching a one-off edition of the weekly charity publication under the title The Little Issue.
The initiative aims to raise awareness of Aviva’s Street to School scheme, in partnership with child homelessness charity Railway Children.
Street to School is part of Aviva’s five-year global commitment to “make a positive difference to 500,000 children”.
Aviva will distribute 100,000 copies of The Little Issue from 27 September. Half will appear as a 16-page A5 size supplement within issues of The Big Issue while the other half will be distributed to Aviva staff, customers, and business partners.
The insurer says the programme will be integrated into its “key communication channels” including advertising digital and direct mail activity and its athletics and rugby sponsorship programmes.
Gary Price, Aviva marketing director says it is joining forces with The Big Issue to get its corporate responsibility message across in a “more engaging and creative way”.