Invesco Trimark Ltd. Tuesday launched a new campaign that celebrates the resiliency of the human spirit and encourages productive conversations between investors and their advisors.

The company admits the campaign is a departure from the standard approach taken by the investment industry.

Featured online at knowingpays.ca, the “Resiliency” campaign, which includes print advertising, online banners and television sponsorships, addresses the fact that Canadians have faced extraordinarily tough times but also champions how well people have coped over the past year.

Visitors to the website gain access to timely perspectives on market cycles, investment decisions and dealing with financial crises. This most recent campaign builds Invesco Trimark’s previous “Tame the bear” initiative designed to help Canadians make the most of bear market conditions.

“Last year was one of the worst financial periods in our lifetime,” says Peter Intraligi, president of Invesco Trimark. “We believe the best thing for investors is to focus on the things they can control. Seeking to better understand investment insights is a great place to start.”

The site also contains the Human Spirit Index (HSI), developed by Invesco Trimark. By aggregating various international online information sources, the HSI captures a daily reading of the human spirit using five universal factors of well-being: physical, intellectual, spiritual, economic and social. The index reflects just how stable and resilient the human spirit can be, particularly during challenging economic periods.

IE