Annuities
GIZ GHANAPerception change campaign, events, mass media communication
Improving financial independence during retirement through annuities.
Challenge:
Create awareness through a sensitization campaign on the risks faced by people during retirement, and publicizing the annuities market as an alternative and guaranteed savings vehicle.
Insight:
People generally equate old age with becoming a burden to loved ones. For this reason, when people think of getting old and retiring from active duty, the fear of becoming a burden, spurs them on to keep working or to search for new sources of income, after retirement.
Idea:
Present retirement as the best days of one's life by showing the free time they have to explore without panic.
