Canadians lack the knowledge and confidence needed to address their biggest sources of stress: health and money challenges. They feel overwhelmed, and then do nothing about it. But when big things are deconstructed into smaller steps, they become achievable and it’s easy to gain progress and momentum. With this insight in mind, we created the Little campaign that used a light and friendly tone to showcase the benefits of Manulife CoverMe Health and Dental Insurance. The result was an upbeat campaign that repositioned Manulife as a modern Insurance company that rewards Canadians for all of the little steps they take.