Zensurance 'UnCanadian?' PR Campaign

Canadian business insurer Zensurance was looking for a topical and clever way to break through a tough news cycle and gain earned media coverage across the country. Pointman News Creation stepped up with a truly newsworthy ‘Trojan horse’ PR campaign concept: Given the chance, would Canadians sue small businesses?
Pointman conducted a national poll of 1,000 Canadians and found that a clear majority would sue small businesses for various incidents, such as an auto accident where they suffered an injury, a slip-and-fall accident, a cyberattack where their data was breached, and others.
Further, the study found that 83.2% of Canadians think that Canucks are more likely to sue a business than just five years ago.
Massive earned media coverage highlights included: MSN.com, The Toronto Sun, Ottawa Sun, Winnipeg Sun, The Calgary Sun, Edmonton Sun, The Sudbury Star, Winnipeg Free Press, and many other Post Media Papers; and Radio Interviews on iHeart Radio, CKLR, CKDO, and CKLW.
Ultimately, the campaign garnered 98 earned media hits AND 147M potential news reach. 87 of the online media hits included a link back to the Zensurance website, further driving web traffic and awareness.