The Insurance Institute of Canada (IIC) has kicked off phase three of “Project Reframe”, its national P&C career awareness and rebranding campaign.
The latest phase of the campaign runs from Jan. 26 to May 31, building on two earlier waves in 2024 and 2025 that the IIC said “surpassed all expected performance benchmarks” and drove strong awareness and positive sentiment among career seekers.
The P&C industry continues to chase talent from diverse backgrounds and other sectors to close structural gaps, particularly in frontline roles and technical disciplines. The IIC noted two major barriers: the view that insurance is not dynamic or particularly interesting, and a basic lack of understanding on what an insurance career actually looks like. Project Reframe is designed to tackle both.
"Project Reframe is a natural extension of our mandate to educate people employed in the business, to educating career seekers about the many rewarding careers in the industry and overcoming outdated stereotypes. Our targeted messaging is designed to resonate with audiences where and how they consume media,” said Peter Hohman, president and CEO of IIC.
The overarching goal, IIC said, is to guide and support new entrants in making purposeful choices to join a "welcoming industry," by showcasing a vigorous, modern P&C sector at the forefront of technology, data and climate issues.
Phase three targets career changers, new graduates and newcomers to Canada via a broad mix of digital channels, including LinkedIn, Meta, Instagram, Reddit, YouTube and other platforms, deploying a wide array of creative assets, including influencer content.
The campaign also leans on Google search marketing, programmatic placements, retargeting and an extensive out‑of‑home network of digital ad units. That builds on earlier phases which used TikTok and creator‑led content to challenge “dull and bureaucratic” stereotypes and, according to IIC, generated more than 80 million impressions across social and digital channels.
An advertising toolkit will be made available to carriers, brokers, MGAs and other partners that want to amplify the Project Reframe message through their own channels and recruitment campaigns.
Project Reframe is one piece of a broader talent‑gap strategy at the Institute. In 2024 and 2025, IIC introduced its Accelerated Competence Series – short, online, AI‑hosted learning modules designed to get new hires productive faster in broker, agent, underwriting and adjusting roles – and has since partnered with the Canadian Independent Adjusters’ Association to help fast‑track adjuster licensing amid rising catastrophe claims.
In Ontario, the Institute has also teamed up with the Insurance Brokers Association of Ontario and the Ontario Mutual Insurance Association on standardized training to prepare brokers and company staff for 2026 auto reform changes, another lever aimed at making the profession more accessible and better supported.
