Beginning in May, Desjardins Financial Security will launch a national print media campaign targeting business and insurance-trade magazines, national daily newspapers’ insurance supplements and selected Web sites.

The advertising campaign is designed to increase awareness of Desjardins Financial Security’s name as the company fulfills its mandate to expand across Canada.

“The ‘It pays to be wise’ campaign embodies the set of values Desjardins Financial Security incorporates into its corporate culture each day,” said Daniel Roussel, vice president of public affairs, advertising and communications for Desjardins Financial Security.

The campaign will roll out with 800,000 copies of the insert that presents the company’s values and that summarizes the booklet, Wise Words. This booklet explains Desjardins Financial Security’s value offer and sets out the company’s operating blueprint so the customer understands the strength of the firm. It will be available to new and prospective clients, financial advisors and independent brokers.

Seventy per cent of the media buy will appear outside of the province of Quebec. The remaining 30% is targeted for Quebec-based media.

This is the first Canada-wide corporate advertising campaign for the Desjardins Group, the sixth largest financial institution in Canada with more than $90 billion in assets. Desjardins Financial Security is the life and health assurance subsidiary of Desjardins Group.