Combatting insurance fraud, including automobile theft, is a strategic priority for Insurance Bureau of Canada (IBC) and an issue that costs insurers an estimated $1 billion every year. To increase awareness of the issue and encourage Canadians to protect themselves from auto theft, IBC released a list of the Top 10 stolen vehicles in Canada. Paradigm was tasked with amplifying the media relations outreach to make Canadians aware of auto theft and how to prevent their cars from being stolen.
the team focused its efforts on securing high-profile interview opportunities for the IBC spokesperson to ensure fraud prevention messaging would be shared. Top 10 lists were also developed for each province to further generate regional coverage. And we created thumb-stopping social content to further amplify the campaign with auto theft stats and a clear call to action for Canadians.
generated 1,140 stories with close to 175 million impressions, including 30+ interviews with top-tier outlets such as CBC Radio One (National), 660 News, CP24, CTV News, Global, Edmonton Journal and CJAD 800. Media outlets also shared news of the list and related coverage across their social channels, such as @cbcnews, @cp24, @ctvnews and @globaledmonton.
more than 500 social media posts with 15 million organic impressions. The compelling stats and easy CTA helped drive social shares, including from several prominent law enforcement divisions.
