RBC Insurance has launched a new campaign called "Life Moments," which uses comedy to address a topic that decades of serious insurance advertising have failed to tackle: getting Canadians to engage in conversations about insurance. Developed in collaboration with agency partner BlueSalmon, the campaign features acclaimed writer and performer Jennifer Irwin— a Toronto-born Second City veteran known for her roles in *The Goldbergs*, *Eastbound & Down*, and *Schitt's Creek*. Irwin portrays "Jeannine," a straightforward insurance advisor who interrupts three of life’s most ordinary moments.
Who's behind the campaign?
The campaign confronts a stubborn reality: life and health insurance coverage in Canada remains low, and the industry shoulders some of the blame.
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