CIA (e)Bulletin/(e)Bulletin de l'ICA
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February 2016

CIA Media Campaign

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Each year, the CIA sponsors a media campaign to promote the actuarial profession to key non-members such as politicians, regulators (federal, provincial, and territorial), media, business leaders, academics, and the general public. Past campaigns focused on enterprise risk management. This year the focus is on the emerging practice area of healthcare.

The theme of the campaign is "get a second opinion", and positions actuaries as professionals whose specialization in statistics, predictive modelling, and risk mitigation can help highlight and mitigate the financial risks associated with an aging population, increasing demand, and evolving treatments in healthcare. The purpose is to make decision-makers aware of the role actuaries can play in helping to find solutions to the complex challenges Canada will face in the future.

"The goal is to promote the profession so that people know the skill sets actuaries bring to the table to help Canadians," says Jacques Leduc, CIA director, operations, finance, and administration, who oversaw the development of the campaign.

Marketing and communications agency Banfield created a campaign that includes video, print ads, advertorials, digital advertising, social media and web pages on the CIA website. The campaign will run nationally in a variety of media, including CBC and Radio-Canada (television and website), La Presse, The Globe and Mail (including three feature articles with commentary from Pierre-Yves Julien, Chair of the CIA Health Committee), The Hill Times, and Policy Options for six weeks.

The campaign will increase the Institute’s presence on social media, with weekly posts to Facebook, Twitter, and LinkedIn featuring a number of topics from "What is an actuary?" to the role of actuaries in healthcare planning. Members are encouraged check out the campaign and share the content on their social media channels. "By sharing our posts to their personal networks, members can further elevate the profession and help emphasize the important role actuaries can play in healthcare and other fields," says Kelly Fry, CIA marketing manager.

The website includes a one-minute video that summarizes the issues facing Canada’s healthcare system, and presents actuaries as professionals whose skills can "help us make better decisions for Canada’s future". Visitors to the website can also read Stéphane Levert’s 2013 report Sustainability of the Canadian Health Care System and Impact of the 2014 Revision to the Canada Health Transfer. Effective graphics illustrate projected healthcare costs, and the website provides a link to the main CIA website’s overview of actuaries. Finally, a form allows visitors to send questions to the CIA about healthcare issues.

"We are very excited about this year’s campaign," adds M. Leduc. "This is the first time we have delivered an integrated marketing campaign that allows us to reach Canadians and to promote actuaries on so many different platforms."


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