Co-operators breaks national campaign
Insurance company The Co-operators Group, based in Guelph, ON, has begun new national brand campaign based on the theme of resilience against risk. The campaign, which will run through 2018, consists of broadcast and specialty television advertising, along with digital advertising. The first execution is an animated ad addressing issues such as distracted driving, mental health and flooding. The first phase of the initiative will run until Dec. 5.
"We are a different kind of insurance company and that comes through in this campaign," said Rob Martin, senior director of corporate marketing at The Co-operators. "It's not about selling products or services. It's about starting a conversation and encouraging people and organizations to take action to better protect their property and their loved ones. Issues like climate change, emotional wellness and distracted driving are important and complex societal issues that we are engaged in, but they are also beyond the capacity of any one person or institution to fix. Everyone from the federal government to individual homeowners has a role to play in making our communities more resilient, and our goal is to boost engagement and help find solutions."