The Insurance Brokers Association of Canada (IBAC) has launched a new campaign that’s all about how the world works – as well as how it wouldn’t, without insurance.

Developed with Toronto independent shop Agency59, the campaign, called “Works Best,” focuses on the various activities that are underpinned by insurers, from driving to shipping goods to running a store. The campaign then takes that simple and powerful insight a step further, framing the advice of a good broker as a vital service.

“If you think about it, the economy will grind to a halt without insurance,” says Linda Dolan, IBAC’s president. “Everything we rely on, from industry and commerce to housing and transportation, couldn’t operate. Insurance brokers ensure that families and businesses get expert advice regarding the coverage that works best for them, so they can go about their lives with security and peace of mind.”

“No one has positioned the importance of insurance, or insurance brokers, in quite this way,” adds Peter Braid, CEO of the association. “We believe that it will respond to the priority of talent attraction by elevating the insurance industry generally and the broker profession specifically.”

The campaign has launched nationally, rolling out across TV, social and digital, supported by tactical newspaper and OOH specifically in the Ottawa market through the spring. The broadcast component is running in two 12-week flights in the spring and fall, according to Brian Howlett, CCO at Agency59.

All creative drives audiences to a microsite that details the advantages of working with a broker, as well as directing interested people to a selection of IBAC’s member brokerages.