The Insurance Bureau of Canada (IBC) says it’s offering a protective role amid changing climates in its first linear TV campaign in years.
The association for home, auto and business insurers has released a consumer-education campaign called “Protecting Your Tomorrow” created by its longstanding AOR partner Paradigm.
The campaign’s hero spot shows the effects of severe storms and claims the public is paying the price for climate change while underscoring the key role the insurance industry plays in the lives of Canadians.
The “Protecting Your Tomorrow” campaign also highlights how the industry is advocating for solutions to mitigate the risks of severe weather and outlines what governments can do to help build a more resilient country.
According to Celyeste Power, president and CEO at IBC, the campaign embodies what the industry stands for: Protecting Canadians in their time of need whether in the present or looking ahead to the future.
“Amid the uncertainty of cross-border relations and the growing risks of severe weather, this is an important time for us all to reflect on what our industry means to Canadians and, equally, what Canadians mean to us,” Power says.
The campaign insights are built on Catastrophe Indices and Quantification Inc. data which reveal that severe weather losses surpassed $8 billion in 2024 for the first time ever while at the same time disrupting the lives and livelihoods of hundreds of thousands of Canadians.
Among the more notable weather events were flooding in the Greater Toronto Area, a devastating wildfire in Jasper, a hailstorm in Calgary and also the tail end of Hurricane Debby in Quebec.
Paradigm tells strategy the target is Canadians with property and casualty insurance and that as a brand IBC typically focuses on programmatic digital, OLV and social. “Protecting your tomorrow,” however, has a “strong investment in radio and it is IBC’s first linear TV campaign in many years.”
The campaign began this month and runs through November on TV, digital, radio, programmatic and social media with a focus in Ontario, Alberta and Quebec.
Paradigm developed the TV, radio and digital creative and is managing digital marketing and social media. The Deli produced the TV spots. Media strategy and media buying is managed by True Media.
Past IBC campaign work sounded the alarm on motor-vehicle theft with an aim toward mobilizing drivers and consumers and influencing policymakers.
