The latest campaign from the Canada Protection Plan (CPP) is shifting the organization’s marketing to encompass a wider segment of the country.

The life insurance agency’s new approach to advertising is rare for the space. It’s focusing more on everyday enjoyment in life, whereas the CPP’s AVP of marketing Julie Kobryn notes that life insurance marketing can often focus more on loss and legacy.

“We often hear peace of mind, loss and legacy, those are all the mournful feelings that go along with life insurance. [But] people are enjoying longer healthier lives, how do we provide them with the tools to enhance that?” Kobryn tells strategy.

The campaign underscores how life insurance can often be something that families don’t think to spend on. It’s not seen as being as essential of a spend for many families as more pressing needs like food, rent or mortgage payments, and often takes a backseat for other more enjoyable everyday expenditures in family budgets.

The CPP wanted to craft a campaign that could highlight the ease with which one can apply for life insurance, making it seem less complex and difficult to understand, and as something that’s useful and valuable by touching on member benefits and rewards available through the CPP for active living and giving back to your community.

The challenge that the CPP is working against is that almost half of Canadians don’t have life insurance or are dependent on life insurance through their work, while the agency notes that its own research shows more than 80% of Canadians think life insurance is too expensive.

“Nobody wants to talk about their own end, so you avoid it. The fact is they think it’s costly so they deprioritize it.” Kobryn says. “It’s a misconception, if you’re a younger individual, your rates are often quite low and it probably doesn’t make a huge dent in your budget.”

The CPP’s new strategy also represents a shift in the target audience of its advertising. Typically, the CPP has advertised mostly towards people who are harder to insure due to their lifestyle or health. With the new spot, the agency is casting a wider net, with its target audience middle-aged Canadians with families.

The campaign is focused on linear TV, with materials also being pulled together to support it online and on social media. Fuse is the main creative lead on the campaign, with Stryker handling the media buy.