RBC conducts Father's Day promotion
By Derek Winkler
RBC recently an anti-fraud promotion to coincide with Father’s Day. Developed by Initiative Canada and executed by Grassroots Advertising, the pilot project made use of Father’s Day cards containing messages about fraud prevention. Approximately 5,000 of these cards were distributed for free through 50 participating retailers, restaurants and libraries. The five creative executions adapted classic Father’s Day card themes such as fishing, grilling and cars to raise awareness of the risk of fraud. According to the companies, the promotion may be expanded nationally in the future.
“Together with RBC, we saw a seasonal tradition as an opportunity to do something more meaningful,” said Chris Gairdner, head of creative partnerships at Initiative Canada. “By transforming the Father’s Day card into a channel for fraud prevention, this campaign turns a familiar gesture into a simple but powerful way to spark real conversations about staying safe online.”