CIA (e)Bulletin/(e)Bulletin de l'ICA
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November 2017

A Campaign to Honour Canada’s 150th Birthday

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By Kelly Fry, manager, marketing and public affairs

This year–2017–is a special one for Canadians. We’ve experienced many Canada 150 events: fantastic concerts, the gathering of canoes, and La Machine, an outdoor theatre production where a giant mechanical spider and a fire-breathing dragon-horse roamed the streets of Ottawa. What a fitting time to highlight the contributions of you, Canada’s actuarial community.

The CIA’s national advertising campaign has just kicked off and I am thrilled to present The shape of things to come.

With a look to the past, the campaign revisits some of the key contributions actuaries have made to Canada’s social programs like the Canada Pension Plan (CPP), Employment Insurance (EI), and Workers’ Compensation.

In the present, we explore the different practice areas with a goal of educating executives about the actuarial skill set and how transportable it is to many different industries outside of the traditional practice areas.

Of course, looking at the future is what actuaries do best, so we demonstrate how actuaries are poised to positively shape the future of this great country.

National Campaign

Marketing and communications agency Banfield created an integrated marketing campaign that includes video, advertorials, digital advertising, social media, and a landing page on the CIA website. The campaign will run nationally for six weeks online at The Globe and Mail, CBC, Radio-Canada, and on several social media channels.

Member Recognition

The landing page features a campaign video highlighting the areas in which actuaries work and how that work will impact the future of Canadians. I love the video, but the profiles of CIA members are what I am most proud of. These members discuss why they became an actuary, the work they do, and how they see actuaries shaping our country’s future. Special thanks to Rebecca Rycroft, Michel Bédard, Rob Hinrichs, Angelita Graham, Gary Walters, Patrick Chamberland, and CIA President Sharon Giffen.

Social Media Presence

Social media has become a cost-efficient way to deliver targeted messages to your selected audience and it will play a big role in this campaign with weekly posts to Facebook, Twitter, LinkedIn, and YouTube. Help us spread the word! You have a lot to be proud of, so I encourage you to check out the campaign on social media and share the content on your social media channels.

Cheers to protecting the public interest for the next 150 years—and perhaps another fire-breathing machine.

Kelly Fry is manager, marketing and public affairs at the Canadian Institute of Actuaries.


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