The Insurance Bureau of Canada (IBC) has unveiled its latest consumer education initiative, “Protecting Your Tomorrow,” aimed at highlighting the crucial role of property and casualty (P&C) insurers in safeguarding Canadians against severe weather risks. The campaign, which will run across TV, radio, digital, and social media platforms, also provides valuable tips for consumers to better protect their homes, vehicles, and businesses.
Rising Severe Weather Losses Drive Urgency
With weather-related insurance losses surpassing $8 billion in 2024—the highest in Canadian history—the campaign comes at a critical time. Flooding in Toronto, wildfires in Jasper, a hailstorm in Calgary, and the remnants of Hurricane Debby in Quebec were among the major disasters that affected thousands of Canadians last year. Canada’s home, auto, and business insurers have been instrumental in helping communities recover and rebuild after these devastating events.
Celyeste Power, President and CEO of IBC, emphasized the industry’s commitment to protecting Canadians:
“I am immensely proud of this campaign – proud of what it stands for, what it represents to Canadians, and how it embodies everything our industry stands for: protecting Canadians in their time of need, both today and tomorrow.”
Beyond Recovery: Helping Canadians Prepare for the Future
While insurers play a key role in disaster recovery, the campaign also focuses on preventive measures, educating Canadians on how to mitigate risks before disasters strike. The “Protecting Your Tomorrow” website provides:
✅ Videos and safety tips to help consumers safeguard their assets
✅ Industry advocacy efforts for stronger climate resilience policies
✅ Recommendations for governments to support infrastructure and disaster prevention
Strengthening Canada’s Resilience Amid Uncertainty
With growing concerns over cross-border relations and climate change, IBC’s campaign underscores the importance of a strong and stable insurance sector in protecting communities. Power reaffirmed the industry’s commitment, stating:
“Canada’s P&C insurance industry is strong and stable and will always be there for Canadians.”
For more details on the campaign and to watch the official commercial, visit ibc.ca/tomorrow.
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