{"id":41298,"date":"2026-09-08T13:46:07","date_gmt":"2026-09-08T17:46:07","guid":{"rendered":"https:\/\/www.rbcinsurance.com\/en-ca\/?p=41298"},"modified":"2026-09-09T13:10:26","modified_gmt":"2026-09-09T17:10:26","slug":"rbc-insurance-turns-to-comedy-to-break-through","status":"publish","type":"post","link":"https:\/\/www.rbcinsurance.com\/en-ca\/advice-learning\/newsroom\/rbc-insurance-turns-to-comedy-to-break-through","title":{"rendered":"RBC Insurance turns to comedy to break through Canadians&#8217; avoidance of insurance, launching &#8220;Life Moments&#8221; campaign with Second City veteran Jennifer Irwin"},"content":{"rendered":"\n<div class=\"wp-block-rbc-template-selector templateSelector template__article\" data-template=\"article\">\n<div class=\"wp-block-group articleSingle__container tabListStickyWrapper is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group articleSingle__container__hero is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group articleSingle__container__hero__inner is-layout-flow wp-block-group-is-layout-flow\">\n<span class=\"rbc-yoast-breadcrum-span\"><span><a href=\"https:\/\/www.rbcinsurance.com\/en-ca\/\">Home<\/a><\/span><\/span>\n\n\n\n<div class=\"wp-block-group articleSingle__featuredImage__group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group articleSingle__title__group is-layout-flow wp-block-group-is-layout-flow\"><h1 class=\"wp-block-post-title\">RBC Insurance turns to comedy to break through Canadians&#8217; avoidance of insurance, launching &#8220;Life Moments&#8221; campaign with Second City veteran Jennifer Irwin<\/h1>\n\n\n<div class=\"wp-block-group articleSingle__date__group is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-post-date\"><time datetime=\"2026-09-08T17:45:06.924Z\">September 8, 2026<\/time><\/div>\n\n\n<span class=\"wp-block-rbc-html-element articleSingle__readTime\">5 Min Read<\/span>\n<\/div>\n\n\n\n<div class=\"wp-block-group articleSingle__author__group is-layout-flow wp-block-group-is-layout-flow\">\n<img decoding=\"async\" src=\"https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/Avatar.webp?quality=80&w=128\" alt=\"RBC Insurance\">\n\n\n\n<div class=\"wp-block-group articleSingle__author__details is-layout-flow wp-block-group-is-layout-flow\">\n<span class=\"wp-block-rbc-html-element articleSingle__author__name\">RBC Insurance<\/span>\n\n\n\n<span class=\"wp-block-rbc-html-element articleSingle__author__designation\">Author<\/span>\n<\/div>\n<\/div>\n<\/div>\n\n\n<figure class=\"articleSingle__featuredImage wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Comfort is knowing your family is protected.\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp 1800w, https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp?resize=300,169 300w, https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp?resize=768,432 768w, https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp?resize=1024,576 1024w, https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/uploads\/sites\/2\/2021\/06\/INS_FY26-Life-Moments_Weighted-Blanket_1024x576_EN-copy.webp?resize=1536,864 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group articleSingle__container__main is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group articleSingle__container__page__nav is-layout-flow wp-block-group-is-layout-flow\">\t\t<div class=\"socials-block\">\n\t\t\t\t\t\t<p class=\"socials-block-title\">\n\t\t\tShare this article\t\t<\/p>\n\t\t<div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n\t\t\t\t\t<a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=RBC Insurance turns to comedy to break through Canadians&#8217; avoidance of insurance, launching &#8220;Life Moments&#8221; campaign with Second City veteran Jennifer Irwin &#038;body=Hi, I thought you might be interested in this article from RBC Insurance: https:\/\/www.rbcinsurance.com\/en-ca\/advice-learning\/newsroom\/rbc-insurance-turns-to-comedy-to-break-through\" aria-label=\"Email\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n\t\t\t\talt=\"envelope icon\">\n\t\t\t\t<span>\n\t\t\t\tEmail\t\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t<div class=\"social-button-wrapper sharing-copy-wrapper\">\n\t\t\t<button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcinsurance.com\/en-ca\/advice-learning\/newsroom\/rbc-insurance-turns-to-comedy-to-break-through\" aria-label=\"Copy URL\">\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.rbcinsurance.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n\t\t\t\talt=\"copy icon\">\n\t\t\t<span id=\"sharing-copyUrl-Label\">\n\t\t\t\tCopy URL\t\t\t<\/span>\n\t\t\t<\/button>\n\t\t\t<input type=\"text\" class=\"sharing-copy-text\" aria-labelledby=\"sharing-copyUrl-Label\">\n\t\t<\/div>\n\t<\/div>\n  \t\t<\/div>\t\n\t\t<\/div>\n\n\n\n<div class=\"wp-block-group articleSingle__content__main tabListHeadings is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"mar-b-hlf mob-mar-b-hlf\"><strong>New campaign reframes insurance as an act of love, not an act of obligation, by meeting Canadians in the messy, funny, real moments where life actually happens.<\/strong><\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\"><strong>TORONTO, Sep. 3, 2026 <\/strong>\u2014 RBC Insurance has launched &#8220;Life Moments,&#8221; a bold new campaign that uses comedy to do what decades of earnest insurance advertising could not: get Canadians to stop avoiding the conversation. Created with agency partner BlueSalmon, the campaign brings acclaimed writer and performer Jennifer Irwin \u2014 a Toronto-born Second City veteran known for The Goldbergs, Eastbound &amp; Down, and Schitt&#8217;s Creek \u2014 on screen as &#8220;Jeannine,&#8221; a straight-talking insurance advisor who crashes three of life&#8217;s most ordinary moments.<\/p>\n\n\n\n<p>The campaign confronts a stubborn reality: life and health insurance coverage in Canada remains low, and the industry shoulders some of the blame.<\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>The uncomfortable conversation that starts with a joke<\/strong><\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">&#8220;The problem isn&#8217;t that Canadians don&#8217;t care about their families, it&#8217;s that the industry tends to be product-focused when people are life-focused,&#8221; said Madisyn McKee, Senior Director, Marketing, RBC Insurance. &#8220;We&#8217;ve made insurance feel like a morbid obligation when it should feel like what it actually is: one of the most loving things you can do for the people who depend on you. &#8216;Life Moments&#8217; is our way of changing that conversation.&#8221;<\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">The strategic foundation of the campaign is a reframing of the category itself. Rather than leading with product features or fear, &#8220;Life Moments&#8221; meets Canadians in the moments that matter most: their first home, a new baby, the milestone birthday, the quiet 2 a.m. worry about what happens next. The insight: no one&#8217;s journey is a straight line. It&#8217;s shaped by joyful highs, painful lows, expected milestones and unexpected moments that can change everything.<\/p>\n\n\n\n<p>\u201cThe best comedy is built on truth, and the truth here is that Canadians are avoiding discussions that could be life-changing because, as a society, we think of insurance as serious, expensive and uncomfortable,\u201d says Caroline Paxton, VP Marketing, Client Strategy and Innovation. \u201cIf we can make them laugh first, they might pause to listen.\u201d<\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>Laugh first: Comedy in poignant moments<\/strong><\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">\u201cWhen I was approached about the campaign, what excited me was the chance to bring some humour to an important subject that \u2013 let\u2019s be honest \u2013 can be a bit dry,\u201d said Jennifer Irwin. \u201cJeannine is the friend who says the awkward thing everyone\u2019s thinking and won\u2019t let you change the subject. I\u2019d like to say playing her was a huge stretch, but I do have friends who would dispute that.\u201d<\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">The campaign centres on three comedic spots, each a life moment comedians recognize as rich territory, but insurers traditionally treat with solemn reverence:<\/p>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-blue-disc\">\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>The Baby Shower<\/strong> \u2014 A hand-stitched blanket and an envelope from an aunt spark a rivalry over which gift truly protects a baby&#8217;s future.<\/p>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-blue-disc\">\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>The Anniversary<\/strong> \u2014 A romantic dinner for two becomes three when Jeannine appears at the end of the table to toast &#8220;the most romantic gift of all.&#8221;<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>The Weighted Blanket<\/strong> \u2014 A husband, cocooned under a weighted blanket on his 40th birthday, discovers there&#8217;s something even more comforting: knowing his family is covered.<\/p>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>Bypassing barriers to insurance<\/strong><\/p>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">The reality is that only 13% of Canadians say they are covered by disability or critical illness insurance, with 19% having term life insurance, meaning that an overwhelming majority aren\u2019t financially protected in case of injury, illness or death. The comedic approach is backed by a clear-eyed reading of why Canadians have stayed away.<\/p>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-blue-disc mar-b-hlf mob-mar-b-hlf\">\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>Psychological barriers<\/strong> (avoidance and optimism bias, \u201cIt won\u2019t happen to me\u201d)<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>Financial barriers<\/strong> (competing priorities and a striking cost misperception)<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>Trust-based barriers<\/strong> (skepticism of being \u201csold to,\u201d over-reliance on workplace benefits, intimidating jargon)<\/p>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"mar-b-qtr mob-mar-b-qtr\">&#8220;Life Moments&#8221; positions insurance not as a morbid topic, but as a natural conversation about life&#8217;s realities, a promise that RBC Insurance will meet Canadians in the moments that matter most, earning trust through presence, not promises.<\/p>\n\n\n\n<p>The campaign launched August 24, 2026, across connected TV, digital and social media.<\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>View the clips<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/next.frame.io\/share\/69dcfe39-6e3f-4638-969e-784fd87a37bc\/view\/0bfb6e6a-82ae-4bd9-917f-8d69ddaf3ea3\" target=\"_blank\" data-dig-id=\"LP-Newsroom-41298-05a00641\" data-dig-category=\"LP-Newsroom\" data-dig-action=\"link click\" data-dig-label=\"Life Moments: Weighted Blankets (30 sec)\" rel=\"noreferrer noopener\" class=\"rbc-link-format\">Life Moments: Weighted Blankets (30 sec)<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/next.frame.io\/share\/69dcfe39-6e3f-4638-969e-784fd87a37bc\/view\/8eccfb3e-5808-4b8f-91d9-b3043a67184c\" target=\"_blank\" data-dig-id=\"LP-Newsroom-41298-83c60f7b\" data-dig-category=\"LP-Newsroom\" data-dig-action=\"link click\" data-dig-label=\"Life Moments: Baby Shower (30 sec)\" rel=\"noreferrer noopener\" class=\"rbc-link-format\">Life Moments: Baby Shower (30 sec)<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/next.frame.io\/share\/69dcfe39-6e3f-4638-969e-784fd87a37bc\/view\/43873a02-383f-4440-90aa-f22eae044c94\" target=\"_blank\" data-dig-id=\"LP-Newsroom-41298-4546b9db\" data-dig-category=\"LP-Newsroom\" data-dig-action=\"link click\" data-dig-label=\"Life Moments: Anniversary (15 sec)\" rel=\"noreferrer noopener\" class=\"rbc-link-format\">Life Moments: Anniversary (15 sec)<\/a><\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>About RBC Insurance<\/strong><\/p>\n\n\n\n<p>RBC Insurance<sup>\u00ae<\/sup> offers a wide range of life, health, travel, home, and auto insurance products, as well as wealth and retirement solutions, to individual and business clients across Canada. It also offers group benefits for companies and reinsurance advice and solutions. Through a network of trusted advisors and straightforward digital tools, RBC Insurance helps nearly 5 million clients globally protect what matters most at every stage of life. For more information, please visit <a href=\"https:\/\/www.rbcinsurance.com\/en-ca\/personal\/\" data-dig-id=\"LP-Newsroom-41298-0ef56b89\" data-dig-category=\"LP-Newsroom\" data-dig-action=\"link click\" data-dig-label=\"rbcinsurance.com\" class=\"rbc-link-format\">rbcinsurance.com<\/a>.<\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>About BlueSalmon<\/strong><\/p>\n\n\n\n<p>BlueSalmon Productions is a Toronto-based creative production company led by Carolynne Bell and Anne Francis, specializing in smart, engaging content that connects brands and organizations with audiences through storytelling. Drawing on decades of experience in television, film, branded content, digital media and education, BlueSalmon uses humour, humanity and an entertainment-first approach to turn complex ideas into content people actually want to watch. The company works with leading Canadian brands and organizations to create distinctive, audience-focused content across platforms.<\/p>\n\n\n\n<p class=\"mar-t-hlf mob-mar-t-hlf\"><strong>Media Contact:<\/strong><\/p>\n\n\n\n<p><a href=\"mailto:jana.lepp@rbc.com\" data-dig-id=\"LP-Newsroom-41298-2aebd3ce\" data-dig-category=\"LP-Newsroom\" data-dig-action=\"link click\" data-dig-label=\"Jana Lepp\" class=\"rbc-link-format\">Jana Lepp<\/a>, RBC Insurance Corporate Communications<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":196,"featured_media":41316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/new-rbci-design.php","format":"standard","meta":{"_acf_changed":false,"footnotes":"","jetpack_post_was_ever_published":true},"categories":[100],"tags":[],"article-type":[80],"ppma_author":[206],"class_list":{"0":"post-41298","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-newsroom","8":"article-type-advice-learning"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RBC Insurance turns to comedy to break through Canadians&#039; avoidance of insurance, launching &quot;Life Moments&quot; campaign with Second City veteran Jennifer Irwin | RBC 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