The Insurance Institute of Canada has launched a national multimedia campaign to raise consumer awareness of the Chartered Insurance Professional (CIP) designation, the organisation announced. The bilingual campaign runs from January 19 to March 1, 2026, and is targeted at English and French Canadian audiences through a mix of premium television and digital streaming channels.
The Institute said the campaign leverages historical learnings and “precision targeting” to highlight the professional standards behind the CIP credential and to explain why that matters when consumers choose cover for homes, cars and businesses. The organisation aims to generate in excess of 13 million impressions across key audiences during the campaign window.
In English Canada the media plan focuses on premium TV distribution via Rogers, Sportsnet, Bell, TSN and CBC News Network, plus streaming platforms including Netflix, Amazon Prime, Rogers’ platforms, Disney, Tubi, YouTube and CBC Gem. In French Canada the campaign will run across premium TV and digital outlets including Canal D and RDS/Sports.
Peter Hohman, president and CEO of The Insurance Institute of Canada, said the campaign is intended to remind consumers that CIPs “are educated to the highest professional standards.” He added: “A wide variety of advertising creative will convey the premium value that those who have acquired their CIP designation bring to the table. The campaign creates consumer confidence through awareness of the quality of knowledge that CIPs possess, and why that’s important when they are deciding to protect what matters most.”
For brokers and insurers, the campaign is positioned as an industry‑level effort to strengthen the public’s recognition of professional qualifications in insurance distribution.
The Institute described the initiative as an annual impact exercise, combining past campaign insights with a concentrated media plan to boost the visibility and perceived value of the CIP credential among retail customers.
The campaign’s rollout and performance metrics will be closely watched by industry stakeholders given its ambition to influence consumer behaviour and to reinforce the role of professional standards in intermediary advice and placement.
