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IBC launches consumer education campaign


March 5, 2008   by Canadian Underwriter


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The Insurance Bureau of Canada (IBC) has launched a new consumer education campaign to “create insurance-savvy consumers.”
The Web-based campaign is designed around survey results demonstrating that Canadians “don’t know how much they don’t know” about insurance, in the words of IBC president and CEO Mark Yakabuski.
The poll of 3,220 Canadians was conducted on behalf of the IBC by the research firm Pollara.
“We have known for some time that consumers have a tendency to overestimate what they know about insurance,” Yakabuski said at a press conference in Toronto announcing the launch. “And the survey shows that Canadians have a long way to go in preparing themselves adequately against the loss of major possessions.”
The Pollara survey results showed that while 95% of respondents thought it was a good idea for homeowners to create a personal inventory of possessions, only 35% of respondents actually had done so.
To help, IBC is offering the public free, downloadable home-inventory software called ‘Know Your Stuff.’ It will be available to consumers at no charge on IBC’s Web site.
One feature of the software is the ability to upload pictures of possessions and receipts demonstrating value.
To drive traffic to the site, the IBC will soon be launching a number of radio spots and TV ads designed to make the public aware of the software and the IBC site address: www.ibc.ca.
The ads feature a number of cartoon “critters” that encourage consumers to find out more about insurance at the IBC’s Web site.


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