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BIMA Microinsurance Education and Awareness Campaign

BIMA Microinsurance Education and Awareness Campaign

Campaign Objective:
The objective of the campaign was to generate enormous awareness and interest for Microinsurance, by promoting interest and understanding of microinsurance products, increasing patronage of BIMA’s microinsurance products, and gathering feedback from the target audience on Microinsurance.

Strategic Solution:
We developed strategic communication and campaign plan that included sensitization activities such as radio drama, radio talk shows, community roadshows, church and mosque activations, floats, and community stakeholder engagements. This strategy boosted the confidence of the target audience in the BIMA brand. We engaged the services of ace Ghanaian Actor David Dontoh as the campaign ambassador and facilitated training sessions for the BIMA staff on the project, ensuring that all the team members were communicating the right messages. The campaign was preceded and driven by quantitative and qualitative research.

The successful implementation resulted in significant improvement in top-of-mind awareness for BIMA, increased sales in policies, positive attitudinal change, and increased word-of-mouth towards Microinsurance. More than 500,000 people were engaged and educated during the duration of the campaign, resulting in over a 300% increase in the Brand Awareness of BIMA Microinsurance.


BIMA Micro-Insurance Campaign