From day one, our strategy focused on a single priority—stepping into the mindset of our target audiences. These included low-income households, younger adults, families with children, and workers, particularly in manufacturing, construction, agriculture and automotive sectors. We worked to understand their pain points—their financial pressures, real-life challenges in a difficult economy—and grounded the campaign in genuine empathy.

Two creative concepts were presented to national focus groups made up of all four target audiences. Each concept approached affordability challenges from a different perspective. One concept consistently stood out, resonating immediately with participants. The feedback was clear: Canadians didn’t want to be told what to do — they wanted trusted tips and practical tools to help them manage their finances with confidence and independence.