Standard Life has launched a new national advertising campaign aimed at increasing the company’s profile in Canada.

The goal is to encourage consumers to approach financial advisors with questions and to demonstrate to consumers that Standard Life’s products and services can help them at various stages in their life. The new ads address concerns about financial realities that are weighing on investors minds, such as the impact of market volatility, according to the company.

Consumers and people responsible for group retirement plans will be hit with a variety of print, outdoor and online ads. The campaign focuses specifically on Standard Life’s primary individual and group retirement products and services.

“This is a major shift in our advertising strategy,” said Vincenzo Ciampi, a vice-president at the company, in a release. “Our research confirmed that, to efficiently reach our objectives to increase awareness of Standard Life as a financial services company while generating interest in getting to know more about our expertise, products and services, we needed to be single-minded in terms of consumers we talk to, the needs we address and the solutions we propose.”

“As we maintain our intermediated sales approach, I am convinced the new campaign will support our intermediaries in their sales efforts,” he added.

The campaign will hit four key markets—Vancouver, Calgary, Toronto and Montreal—from April to December this year.