Legal & General Group Income Protection has launched a new wellbeing at work campaign and framework for SMEs and larger corporations.

It wants to help companies better integrate the prevention, early intervention and rehabilitation services included with group protection products into wellbeing programmes.

The campaign dubbed ‘Be Well, Get Better, Be Supported’ will be focused on outcomes first and product seconds to help integrate benefit and wellbeing agendas.

A new ‘Be Well’ hub has been set up for employers and intermediaries with all the insurer’s wellbeing support services plus HR toolkits, education and awareness material.

The framework is an extension of the insurer’s Not a Red Card (NARC) campaign.

It is designed to frame Legal & General’s personalised care pathways support across all the main causes of claims: mental health, cancer, musculoskeletal and work-related stress.

This support includes everything from risk assessment including help with the new psychological safety guidelines, line manager training and  specialist referrals.

It also includes return to work support alongside immediate access services such as the provider’s Employee Assistance Programme and Care Concierge service.

L&G says the launch comes at a time when only just over half (54%) of organisations have the strategy, framework and plans in place to elevate wellbeing.

The insurer’s new SME Wellbeing at Work Barometer found that nearly a third (29%) of employers only have an informal wellbeing strategy and 15% don’t have any strategy at all.

Legal & General Group Protection claims and governance director Vanessa Sallows said: “We know that the wellbeing agenda can be overwhelming for employers, in particular for SMEs.  We have therefore simplified the way we present our services and solutions, building it around an active, outcome-led approach.

“If an employee is in the ‘Be well’ space, it’s here that they can use what we offer to stay well and strengthen their wellbeing.  If it’s about ‘Get better’, that’s helping them understand how we can help restore their health and wellbeing when illness or injury have struck.”

She added: “An outcomes focus brings results and it’s a philosophy we’ve followed for a long time where back to work support is concerned.

“Intermediaries have a crucial role to play in helping employers shape their wellbeing policies and the onus is on us as the provider to ensure they have access to all the tools and information they need to enable businesses to shift to an outcomes-based approach to employee wellness.”