RBC Insurance today announced the launch of its new English advertising campaign on primetime and specialty television networks. The campaign incorporates the “First for You” tagline, which was developed for RBC by BBDO Toronto.

The company says the tagline is the external expression of RBC’s vision statement — “Always earning the right to be our clients; first choice.”

“RBC Insurance television advertising works to build awareness of our capabilities and helps people understand who we are and what we stand for,” said Catherine Adams, vice president, marketing, in a news release.

“The new First For You’ advertisement for RBC Insurance focuses on educating clients about the importance of critical illness and disability insurance and helps remind them of our commitment to put their needs first,” added Adams.

The ad, which is a dramatization of the experiences of a cancer survivor, will air on both conventional and specialty networks beginning May 19 and ending the week of June 28.

Print advertising in trade publications will begin in June 2004 with consumer print advertising targeted to launch in the fall. A French language television advertising campaign will be rolled out later this year.