The campaign aims to use seven real families as case studies, allowing them the benefit of income protection, although they didn't take it out and ultimately helping to show the problems of dealing with disability and the financial challenges they face.
Roger Edwards said: "There's every reason for a huge amount of excitement around the launch of the Seven Families initiative.
"Naturally, there's some sceptisism of another industry initiative to drive the message and let's not forget sales of Income Protection.
"But, I'm excited because its success will be a true reflection of the relevance of the subject with the very audience that needs to buy this product. This campaign is reliant on storytelling and in a context that gets people thinking about their own lives.
"I'm a great believer that interruption marketing is yesterday's news.
"The fact that the Income Protection Task Force recognise this makes me believe that the Seven Families initiative will catch consumers attention and will resonate enough for people to share and build its success.
"It's widely agreed that case studies are the most compelling way to promote the need for a financial safety net and the combination of an extended insight into the lives of families taking part and the promotion that will go alongside this, makes it groundbreaking and exciting."
The Podcasts are designed specifically for the financial adviser audience, addressing the issues that matter most to advisers looking to grow their business.
The format is an interview based audio show with Edwards in conversation with well know experts, sharing ideas and inspiration around topics that matter to protection and finance professionals.
The podcasts are 30 minute audio shows that can be downloaded from www.rogeredwards.co.uk, iTunes or Stitcher Radio.
Each week there is a new interview with financial services providers, advisers, experts and journalists.
The podcast with Peter Le Beau is available to download now from www.rogeredwards.co.uk or via iTunes.