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CDIC is joining the conversation during Financial Literacy Month this November. A campaign featuring fresh, creative messaging designed to showcase a typically dry subject in a new light and resonate with a broad audience to raise awareness for CDIC. The campaign aims to effectively communicate CDIC’s mission and highlight the protection that Canadians enjoy for their savings in a more organic and engaging way!

In collaboration with dentsu x and Dentsu Creative, the CDIC is launching an innovative campaign designed to seamlessly integrate CDIC into popular shows across Canada and is supported by a comprehensive 360-degree media strategy, tapping into various touch points including TV, Radio, Online Video, Podcast, social media, Online Display, Mobile Gaming and home page takeovers on news outlets across Canada. 

Key Financial Literacy Month activations

On va se le dire: On November 5th CDIC spokespeople, Mathieu Larocque will join the conversation on , a tv show that explores a wide range of contemporary topics in a relatable, laid-back setting with panellists from diverse backgrounds. The CDIC segment will speak to how the organisation protects Canadians and what happens in the event of bankruptcy of a member institution. 

The Peak Daily: The CDIC will be featured in the November 5th edition of The Peak Daily podcast, a podcast highlighting the latest business and financial news across Canada.

Supporting 360 media campaign includes TV, Radio, Online Video, Podcast, social media, Online Display, Mobile Gaming and home page takeovers on news outlets across Canada. 

Tamara Mason, CDIC said, “Financial literacy is a topic that isn’t always taught in schools but is extremely important to economic well-being. CDIC promotes the idea that Canadian’s can be confident in the financial system, in our institutions and that their hard-earned dollars are safe. With the CDIC actively participating in television and podcast programming, our goal is the editorial format will offer a deeper understanding of our role in safeguarding Canadians’ savings and will make these conversations more approachable.”

Julien Dupont, digital director, dentsu x said, “We wanted to capitalise on Financial Literacy Month as an opportunity for CDIC to be centre stage. As part of our Fall campaign for CDIC, we looked to use this moment to diversify our media plan and reach Canadians in news ways and throughout their entire media consumption journey. This strategy not only enhances visibility but fosters genuine connections with viewers where traditional ad placements may fall short. As a fan of On va se le dire and the conversations they lead, I’m looking forward to tuning in on November 5th!”