IBC image rating matches all-time high

Insurance Bureau of Canada’s public image rating has matched its all-time high of 5.8 out of 10, according to Mike Donoghue, chair of the IBC board of directors.
The improved perception of the industry boosts the Bureau’s credibility when speaking to decision-makers, Donoghue added, speaking at the IBC annual general meeting on Apr. 17.
“IBC in 2007 succeeded in getting public support from all major Canadian regulators for a risk-based, principles-based approach to regulation of P&C insurance,” he said. “It is important to note that IBC undertook this policy outreach within the context of improved consumer confidence that was the result of a continued commitment to consumer outreach at the grassroots level.”
In addition to undertaking a driver distraction campaign, the IBC has initiated a new campaign designed to dispel insurance myths as part of the consumer outreach.
“The idea is that if Canadians have a better understanding of insurance, we can avoid some of the misinformation that has led to negative repercussions for the industry in the past,” Donoghue said.
Television and radio ads are intended to pique interest so that people visit the IBC website to learn more about insurance. Visitors are staying at the site twice as long as they were prior to the launch of the campaign, Donoghue noted.