Insurance Bureau of Canada (IBC) had worked for several years to motivate the Alberta government to modernize its outdated auto insurance regulations to improve choice and affordability for drivers. In 2019, there were some small changes and a promise of more in the future, but there was a need to keep the pressure on. The solution was a high impact communications campaign designed to maintain the momentum for reform. Paradigm developed high impact video, digital content, a search campaign and a website designed to provide information on the benefits of auto insurance reforms and motivate change. In 2020, the Alberta government implemented transformational auto insurance reforms.