Dentsu X builds culturally aligned media strategy with CDIC

Dentsu X has expanded its collaboration with the Canada Deposit Insurance Corporation by strengthening its digital media activity on APTN platforms, with a focus on reaching Indigenous audiences through culturally aligned communication.

The agency-led initiative centres on improving access to deposit protection information for First Nations, Inuit and Métis communities, including the use of native-language advertising in Cree and Inuktitut across trusted digital environments.

Impact on awareness among Indigenous audiences

Since the partnership began, awareness of CDIC or federal deposit protection among Indigenous audiences has increased from 49 percent in 2023 to 68 percent in 2024, representing close to a 40 percent year-on-year rise.

By prioritising platforms that Indigenous communities already rely on, the media strategy aims to ensure public financial information is both visible and relevant, while respecting cultural context and language.

Culturally informed media planning

The work illustrates how culturally informed digital planning can support engagement and understanding, particularly in the delivery of public service messages related to financial literacy and consumer confidence.

The approach places emphasis on trust, using established Indigenous media channels to deliver information in formats and languages that align with community needs.

Agency and client perspectives

Jocelyne Meunier, manager, planning, Dentsu X: "This initiative demonstrates how strategic, culturally informed media investment can drive meaningful impact. By leveraging APTN’s trusted digital platforms, we are helping CDIC reach communities with information that is both accessible and relevant, ensuring important public-service messages are delivered in ways that communities trust and engage with."

Tamara Mason, head, communications and public awareness, Canada Deposit Insurance Corporation: "Ultimately, our goal is to make deposit protection information clear, accessible, and meaningful for all. By sharing content on trusted platforms in Indigenous languages, we ensure that people have the knowledge they need to make informed financial decisions."

www.cdic.ca

www.dxglobal.com

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