The sponsorship will include activity around Sharp's breakfast show, which airs on the GMG Radio national station between 6am and 10am on Saturday and Sunday mornings, as well as a bespoke integrated microsite from 3 March.
The activity will also include sponsorship of the daily Smooth Radio Good Health Guide for two weeks from 3 March, as well as a one-week promotion on Mark Goodier's weekday mid-morning show.
The sponsorship was negotiated by Aviva's media agency, Publicis Groupe's ZenithOptimedia. The creative executions were made by GMG Radio's in-house team.
Jonathan Gillespie, group commercial director, GMG Radio, said: "We've worked together to create a brand campaign that works on different levels, highlighting the services that Aviva offers, information on a range of health-related subjects that will resonate with the listener, and added engagement with the audience online."
Smooth Radio became a national station in England in October 2010, and earlier this month, it reported a weekly reach of 3.32 million for the final three months of 2011, up 7.5% year on year, but down 0.4% quarter on quarter.
In January, Aviva launched an new ad, by Abbot Mead Vickers BBDO, starring 'The Fast Show' comic Paul Whitehouse as a "Brummie fishing fanatic", to support its new MultiCar insurance product.
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This article was first published on marketingmagazine.co.uk
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