Canadian Institute of Actuaries

Get a Second Opinion Campaign

The Challenge

The Canadian Institute of Actuaries (CIA) is the national organization of the actuarial profession. The CIA worked with Banfield to raise awareness about the role actuaries can play in helping decision makers find solutions to the complex challenges Canada will face in the future, with a particular focus on health care.

The Results

We created a six-week national bilingual campaign targeting politicians, regulators, media, business leaders, academics and the general public. The core creative theme, Get a Second opinion, positioned actuaries as professionals whose specialization in statistics, predictive modelling and risk mitigation can help highlight and manage the financial risks associated with an aging population, increasing demand and evolving treatments in health care. The integrated initiative included video, digital and print ads, social media, TV spots, sponsored content, as well as a landing page on the CIA website.

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