Canada Life Assurance Company

Raising Awareness on Revolutionary Health Insurance Product Puts Canada Life Assurance Company "On the Map"

Cananda Life


Canada Life Assurance Company retained Caugherty Hahn Communications, Inc. to conduct the national launch of a new supplemental health insurance policy, Living Advantage™ Critical Illness Insurance.

CHC succeeded in achieving the core element of the campaign: to reach the company’s extensive field force and its consumers.

The product was launched at a kick-off event to corporate regional sales directors, and coincided with a national news feature by the Associated Press to create a buzz among the sales force and consumers. Continuing education to the extensive field force, the campaign was supported by a 20-city media tour and regional conferences for independent agents by Canada Life’s spokesperson, noted heart surgeon Dr. Marius Barnard of South Africa.

CHC secured more than 90 interviews including the Associated Press, Gannett News Service, The Wall Street Journal, Barron's, CNNfn, PBS Nightly Business Report, Los Angeles Times, Investment News, Chicago Sun-Times, Houston Chronicle, Denver Post, St. Petersburg Times, as well as local television and radio interviews.

News features also appeared in key trade publications, including National Underwriter (Life Edition), Best’s Review Life/Health Edition, Life and Health Advisor, Underwriter Report, Investment News, Medical Industry Today, American Medical News, Life Association News, and Broker World.

  • More than 75.5 million people were reached by the 6-month campaign.
  • The equivalent advertising cost for the print coverage alone would have exceeded $4 million.

"There is no doubt CHC made our product a success. Their work was the key to our success in this market and placed Canada Life on the map as a player in the Critical Illness market. In the U.S. division we had never done much from a public relations standpoint. Nor had we needed to provide the amount of educational information to our field force and consumers as we did with our Living Advantage product. CHC’s strategy for these two pieces was critical."

Janet Deskins, FSA, MAAA
Actuarial Vice President
The Canada Life Assurance Co.

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