To mark Financial Literacy Month, Canadian Deposit Insurance Corporation (CDIC) has teamed up with Dentsu X and Dentsu Creative to communicate CDIC’s mission and highlight the protection it provides to Canadians and their savings.

In addition to a multi-platform ad campaign, the media strategy includes an integration of CDIC into popular shows across Canada. Yesterday, CDIC spokesperson, Mathieu Larocque joined the conversation on Radio-Canada’s On va se le dire, a TV show that explores a range of contemporary topics in a relatable, laid-back setting. The CDIC segment focused on how the organization protects Canadians and what happens in the event of bankruptcy of a member institution.

“The [show integration] strategy not only enhances visibility but fosters genuine connections with viewers where traditional ad placements may fall short,” says Julien Dupont, digital director for Dentsu X.

Media for the The month-long campaign spans various touchpoints including TV, radio, online video, podcast, social media, online display, mobile gaming and homepage takeovers on news outlets across Canada. It is targeting women aged 18 to 49 via connected TV on platforms like GEM, tou.tv, Amazon Prime, and Crave plus online YouTube video and a Snapchat lens.

“We wanted to capitalize on Financial Literacy Month as an opportunity for CDIC to be centre stage,” adds Dupont. “As part of our fall campaign for CDIC, we looked to use this moment to diversify our media plan and reach Canadians in new ways and throughout their entire media consumption journey.