The Canada Deposit Insurance Corporation (CDIC) is launching a more-than-usual integrated campaign to promote its role in protecting Canadians’ funds amid Financial Literacy Month.

Tamara Mason, CDIC’s head of communications and reporting, tells strategy that the campaign aims to communicate CDIC’s mission in a more organic and engaging way and to highlight the protection it offers Canadians when it comes to their savings. In its two hero spots, CDIC is portrayed by people rescuing other people’s wallets just as they are about to lose them. Dentsu Creative devised the campaign, while Dentsu X handled media.

The work is part of an ongoing campaign to raise awareness of CDIC and how it can offer protection in the event of a bank failure, based on research showing that knowledge of the organization and its offerings can contribute to financial stability, Mason says. The target audience is young women (ages 18 to 49), as they have lower knowledge of CDIC’s role, she adds.

“Quarter over quarter, this is the demographic segment that we focus on, and it is also a demographic that, sadly, does not consume a lot of finance-related content,” she says. “This puts them at risk of making uninformed decisions about the safety of their savings, so we need to come up with ingenious ways to connect and engage with them, especially the youngest sub-segment of women aged 18 to 34.”

Julien Dupont, digital director at Dentsu X, says the campaign also matches the brand’s current positioning while speaking to the audience in a different way by using the strengths of each medium. That includes audio scripts and interviews tailored for podcasts, targeting on Snapchat, QR codes and alerts on connected TV, as well as a live interview on a popular Quebec TV show.

“To tie in for a more chiseled approach, we concentrated on host-read podcasts with scripts adapted to true crime, a podcast genre that over-indexes heavily against our target, both in English and French,” he says. “And The Peak provided a unique opportunity to have a spokesperson from the CDIC be interviewed, a way to reach our audience in a holistic fashion and bring the brand to life in a more engaging way.”

According to Dupont, media investment has been consistent in previous campaigns, but the brand’s strategy this year is different. While some high-performing channels, such as TV, have remained constant from past work, the brand is investing more in a mix of digital media, including TikTok, online podcasts, and gaming video commercials, and has leveraged Financial Literacy Month to highlight them.