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Top 3 Campaign in Finance · September 2026
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Top 3 Campaign
Finance · September 2026

TD Insurance Life Insurance Awareness Survey

PR Campaign
Wednesday 23rd September, 2026

For Life Insurance Awareness Month, TD Insurance commissioned a survey finding that 32% of Canadians don’t have life insurance, with many unsure what cover they need or whether workplace insurance is enough. The headline statistic gave journalists a timely, nationally relevant hook for coverage, while the findings also pointed to common barriers such as cost and competing priorities.

Why it worked: They piggybacked Life Insurance Awareness Month with fresh, nationally representative stats (32% uninsured; boomers/Gen X gaps), creating a timely, counterintuitive risk story editors could headline fast.

The lesson: Consider fielding a quick, authoritative poll tied to an awareness week, surfacing a surprising gap by demographic, and offer city-by-city breakouts.

TD Insurance
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
newswire.ca One-in-three Canadians are navigating life changes without life insurance: TD Insurance survey | Financial Post Wednesday 23rd September, 2026
torontosun.com One-third of Canadians don't have life insurance: Survey Wednesday 23rd September, 2026
insurancebusinessmag.com 32% of Canadians have no life insurance — TD survey | Insurance Business Thursday 24th September, 2026
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