Beyond slogans: Good practices in promoting microinsurance products

  • Date Posted: May 27, 2013
  • Authors: Nancy Lee, José Miguel Solana
  • Organizations/Projects: ILO's Microinsurance Innovation Facility
  • Document Types: Case Study or Vignette
  • Donor Type: Multilateral Organization

This paper is intended to provide examples of good practices for developing promotional campaigns. Based on a dozen case studies, it provides microinsurance providers and their distribution partners with a ten-step promotional planning model that helps ensure that communication strategies attract low-income households by conveying appropriately the value of microinsurance products.