CIA (e)Bulletin/(e)Bulletin de l'ICA
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February 2018

That’s a Wrap on Celebrating Canada’s 150th Birthday

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By Kelly Fry

The shape of things to come, the CIA’s national advertising campaign, wrapped up in December. The campaign told the stories of how actuaries have made contributions to Canada’s social programs like the Canada Pension Plan (CPP), Employment Insurance (EI), and Workers’ Compensation. This milestone year was a very fitting time to inform Canadians about the profession’s significant contributions.

National Campaign

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

The Globe and Mail content hub featured a series of articles with CIA members. Their stories highlight the impact actuaries have had on some of Canada’s important social programs. We encourage you to read the articles and share them with your networks.

Not surprisingly, The task of safeguarding Canadians’ retirement benefits was the most widely read article in the content hub. There seems to be a general understanding of actuaries and the work they do with pensions; however, other areas of practice, both established and emerging, are less understood. Advertising campaigns like The shape of things to come shed light on other industries where actuaries work.

Member Recognition

The landing page at features a campaign video highlighting the areas in which actuaries work and how that work will impact the future of Canadians. The member profiles help put a face to the incredible work actuaries are doing by discussing why these members became an actuary and how they see actuaries shaping our country’s future. Special thanks to Michel Bédard, Patrick Chamberland, Angelita Graham, Rob Hinrichs, Catherine Jacques-Brissette, Rebecca Rycroft, and Gary Walters for their participation.

Social Media Presence

Social media has once again proven to be a cost-effective way to deliver targeted messages to a selected audience. This campaign leveraged Facebook, Twitter, Instagram, LinkedIn, and YouTube to deliver content that resonated with Canadians. Our English Twitter account and Facebook posts delivered the most engaged audience results.

I would like to extend a huge thank you to members who have participated in recent advertising campaigns. If you have an idea for an ad campaign, or a comment, feel free to get in touch with me at You can stay connected to the CIA: like us on Facebook, follow us on Twitter, or connect with us on LinkedIn.

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


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