IIC launches phase two of campaign rebranding insurance careers

The campaign will run until May 31, 2025

IIC launches phase two of campaign rebranding insurance careers

Reinsurance

By Josh Recamara

The Insurance Institute of Canada (IIC) has launched Phase 2 of “Project Reframe”, a national, bilingual, multi-media campaign focused on rebranding insurance careers.

The campaign will run from January 27 to May 31, 2025.

The institute said Phase 1 exceeded expectations, raising awareness and generating positive sentiment for the industry among job seekers.

Peter Hohman, president and chief executive officer of the Institute, explained: “This historic P&C career rebranding campaign was conceived together with industry task force partners to address the talent gap. The time has come to reset outdated perceptions of P&C insurance careers and take back the narrative of what careers in our dynamic industry offer.”

“The goal is to guide and support new entrants in making purposeful choices to join our welcoming industry,” Hohman added. “To do this, the campaign expresses a modern industry at the forefront of today’s technology and key issues such as AI, climate change and cyber risk, where rewarding careers are inherent in this strong and stable industry.”

Phase 2 of the campaign will target career changers, new graduates and newcomers to Canada, using paid digital channels including LinkedIn, Meta, Instagram and TikTok influencers. It will also feature programmatic ads, retargeting and high-resolution digital ad placements in an extensive out-of-home network. Social media influencers will play a more significant role, alongside new elements in search engine marketing. The campaign aims to engage new audiences across various platforms.

An advertising toolkit is available for industry partners who wish to help amplify the message, the IIC said.

Earlier this year, the IIC launched a national advertising campaign to educate Canadian consumers about the value of the CIP designation.

The institute, together with the CIP Society, also opened applications for the national Rhind Bursary Program, which offers two bursaries to eligible students.

The IIC is a professional education body for the P&C insurance industry, with more than 41,000 members, including over 18,000 active students in formal programs. It is the parent organization of the CIP Society, which serves CIPs and FCIPs.

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