The session emphasises the role of authentic storytelling in strengthening brand awareness and trust within a highly competitive insurance market. The presentation explains how Beneva has adopted a people‑focused approach, ensuring that marketing activity reflects mutual values and speaks directly to members’ lived experiences. This approach was positioned not only as a brand‑building exercise, but also as a way of supporting wider business objectives.

The session also highlights the launch of a new, fully integrated campaign in January 2026 for P&C insurance in Quebec. The campaign is described as bold in tone and designed to inspire change, while remaining grounded in credibility and relevance. Examples of creative work are referenced to illustrate how strategy is translated into execution across channels, demonstrating consistency while allowing for adaptation to different audiences and contexts.

The presentation also touches on prevention and member engagement, particularly in relation to risks such as water damage. Beneva recognises that not all risks feel immediately relevant to all members, and therefore prioritises targeted, data‑informed communication. One‑to‑one channels, such as tailored emails based on policy and situation, are used alongside broader touchpoints including newsletters, social media and partnerships with external media.

The company’s approach to prevention is described as multi‑channel and sustained over time, with the aim of increasing message effectiveness through relevance and frequency. Thoughtful content such as articles and white papers, developed in collaboration with media partners, is another way of reaching members with practical, educational messages that go beyond transactional communication.

Overall, the presentation offers practical insight into how a mutual organisation can balance strategic brand ambition with authenticity, relevance and member value, providing inspiration for marketing and communications professionals facing similar challenges.