The Ontario Broker - June 2019 - 14

T

BIG

THE

he Big If is a public education program to raise awareness
about the fact extreme weather events are increasing. We want
to ensure Canadians have the proper insurance coverage to
protect their financial well-being.

We're focusing on two types of natural catastrophe - flooding and
earthquake - because in both cases there's a coverage gap. Of the 85-90%
of Canadians eligible for overland flood coverage, less than half have it.
Brokers are uniquely positioned to help raise awareness with their clients
because of the trust-based relationships they have - consumers listen to
the advice of trusted advisors.
WHAT'S THE APPROACH?

We're using animated creative that attracts attention using humour and
a light touch as opposed to real photos showing devastating images. It's
about raising awareness, not threatening or scaring people. Even the name
of the campaign was chosen to generate intrigue and pique consumer
interest.
Our media strategy involves digital and outdoor digital across the country
in key urban areas, including social media and high traffic websites.
We'll have a microsite as an information hub featuring statistics on the
incidence of natural catastrophes in Canada and tools and resources for
both brokers and consumers to help mitigate these risks.
WHERE DID YOU DEBUT THIS CAMPAIGN?

Another piece of the strategy was to demonstrate to government and
policy makers that we're contributing to this important public policy
issue. It's clear that governments are concerned about these extreme
weather events and their impact on Canadians.

IF

WITH PETER BRAID, CEO, INSURANCE
BROKERS ASSOCIATION OF CANADA

JUNE 2019

At our Hill Day in May we included campaign content to demonstrate
how brokers secure the best interests of their clients. Informing and
building relationships with Parliamentarians is an important ongoing
process.
WILL THIS CAMPAIGN EXPAND TO INCLUDE OTHER
AREAS?

We want to be careful to focus on helping address coverage gaps. It could
be expanded to include, for example, the importance of tenants insurance.
We recall from the devastating tornado in the Ottawa/Gatineau area that
a number of the residents who were impacted were renters who didn't
have tenants insurance. That's another area of opportunity to make sure
vulnerable Canadians are properly protected.

14

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The Ontario Broker - June 2019

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