Freedom 55 Financial's new advertising campaign encourages Canadians to reflect on what 'freedom' means to them

LONDON, ON, Sept. 17, 2012 /CNW/ - London Life's iconic Freedom 55 Financial^TM brand has launched a new national multimedia advertising campaign that aims to inspire Canadians to plan to achieve their financial dreams, whatever they may be.

The 13-week ad campaign includes online, newsprint, a micro-website with an advisor locator, out-of-home and transit, digital space in office towers and subways, as well as signage in restaurants and fitness centres. These are the first new English-language ads since 2009 for the widely known brand that London Life introduced in the 1980s.

"Freedom 55 Financial is here to help Canadians achieve financial success in whatever way they define it," said Alf Goodall, Senior Vice-President, Individual Marketing, London Life. "We do this through the more than 3,300 Freedom 55 Financial security advisors who help Canadians develop the right financial security plan for every stage of life."

Freedom 55 Financial has continually evolved to respond to changing client needs. For a long time, many people associated "financial freedom," and therefore the brand, with early retirement. Economic instability and changing demographics have made early retirement harder to achieve, but more importantly, less compelling. Canadians told us they saw our brand as broader than early retirement; that we helped them achieve financial freedom in a wide variety of ways.

Canadians express "financial freedom" in many ways, said Goodall. "It can be grand, like taking an early retirement; sailing around the world; engaging in personal philanthropy in your community or helping build homes in Guatemala; helping grandchildren through college or university; or going back to university for a law degree in your 70s. What's important is how our clients define freedom. They tell us what. We'll show them how."

Goodall said the advertising campaign reaches out to Canadians who do not yet have a financial security advisor or have not yet developed a financial security plan.

Founded in London, Ontario, in 1874, London Life offers financial security advice and planning through its more than 3,300-member Freedom 55 Financial division.

SOURCE: London Life Insurance Company

Marlene Klassen, APR
Assistant Vice-President, Communication Services
204.946.7705