Aviva send 'insensitive' text message to grieving parents

Health insurance provider Aviva is in hot water after sending insensitive material to the parents of two deceased children.

The company, which has since apologised profusely for the mistake, sent a text to the couple which offered them a special deal on insurance for their kids.

Tony and Mary Heffernan say they informed Aviva of their children’s deaths “ages ago”, yet received the marketing ploy in spite of this.

The text message, which Mr Heffernan posted on social media, read: “Hi Tony. Before you renew, talk to Aviva about our fantastic kids offer, only €169 for children aged 5 to 17.”

I told @AVIVAIRELAND ages ago that our two kids had passed away fm #BattenDisease I now rec'd this 'thoughful text' pic.twitter.com/qbgiXRBwe0

— Tony Heffernan a DAD (@BeeForBattens) October 20, 2014

The couple, from Keel, Co Kerry, lost both children Saoirse and Liam to Batten’s Disease — an extremely rare neurological condition.

Saoirse, who was only five years old when she died, passed away in 2011. Liam, who was also five, lost his life last May.

Mr Heffernan’s Facebook post about the incident received over 100 comments from people who expressed anger towards Aviva and its insensitivity.

One user said: “These companies just don’t think of the effect that a text like this may have on people”. Others reached out to the family, offering their sympathies and well-wishes.

An Aviva spokesperson blamed the mix-up on technical issues within its system, saying that the text message was automated.

The spokesperson said: “It was an automated message that’s sent out coming up to renewal based on the information we had when the policy was taken out, when Liam was still alive. Tony did tell us Liam had died in May but that information wasn’t triggered at all.”

The company also said measures were being taken to prevent a similar situation from happening in the future.

“It was a weakness and a flaw in our system obviously.

“We apologised personally, it was very insensitive and it won’t happen again.”

Mr Heffernan accepted the company’s apology and hopes no other bereaved family will have to go through the same ordeal.

He said: “It’s not the kind of thing you want to see first thing in the morning and it was a kick in the stomach when I saw it first as it brings it all back but, to be fair, they’ve apologised profusely and the CEO rang me.”

In memory of their daughter, the Heffernans set up a charity called the Saoirse Foundation.

The initiative supports a number of projects for sick children, including the BUMBLEance, the first interactive, child-friendly ambulance.

They also recently set up Liam’s Lodge, named after their son, which is a dedicated national children’s respite centre and hospice near Tralee, Co Kerry.