The Insurance Awareness Coordinators Group (IACG) has launched a first of its kind claims testimonial campaign, which seeks to grow insurance adoption in Ghana by building trust and confidence of the insuring public in the claims process in Ghana.
The campaign, dubbed the ‘Insurance Pays’ campaign, will run from March to July 2022 on TV, radio and digital.
On television, there will be recorded testimonials of insurance claims beneficiaries and a carefully curated talk show named ‘Recovery Stories’. The ‘Recovery Stories’ highlight stories of real-life beneficiaries and insights from industry experts.
On radio, there will be another carefully curated radio drama series named ‘No.1 Aberewa Street’, which will help explain the insurance claims process to Ghanaians.
The ‘No.1 Aberewa Street’ will air in English, Hausa, Ga, Ewe, Twi and Dagbani across various radio stations in all sixteen regions.
On digital, it will complement the television and radio shows with live educational sessions, featuring industry experts on all social media platforms and an online comic series on insurance claims processing.
The novel testimonial campaign kicked off with a media launch at the National Insurance Commission (NIC) auditorium on 24th March 2022. The event was chaired by the Commissioner of Insurance, Dr Justice Ofori.
Dr Ofori acknowledged the efforts of industry and its key partner, the German Development Ministry (GIZ). He noted that “when people get educated, they begin to appreciate the benefits of Insurance; that is the way to go”.
On his part, Chairman of the Insurance Awareness Coordinators Group (IACG), Wilson Tei, noted that “successful payment of legitimate claims is at the heart of the industry”. He stressed the importance of simplifying the claims process to ensure the public is more confident in insurance. This informs the campaign call to action “Notify, submit, get paid”.
This call-to-action outlines what must be done. It communicates the certainty of legitimate claim settlements when due processes are followed.
The Head of Pensions and Insurance Unit of the Ministry of Finance and Economic Planning, Patience Abban, remarked in her keynote address at the ‘insurance pays’ inception workshop that “the successes of this industry are not being told in the manner they ought to be told. People hear about those whose claims were denied, in most cases, but do not hear about the 1.4 million average daily claims paid out by non-life insurers nor the 2.2 million average daily benefits paid out by Life insurers in 2019.”
In his remarks, the GIZ Ghana Head of Programme for Sustainable Economic Development (PSED), Mr. Detlev Axel Jahn, stated that “I am happy to witness this recommendation manifest through this campaign. GIZ is partnering IACG and the Insurance Industry generally on this initiative, to develop the customers interest and trust in insurance by educating and building confidence of the insuring public on the Claims process.”
The industry is committed to improving the service delivery experience through consumer-centric initiatives such as the Claims Management and Advisory Bureau (CMAB) to address customer challenges in the claims process. The goal is to increase uptake of insurance in Ghana by building the trust of Ghanaians in insurance through education on the claims process and testimonials.
The Insurance Awareness Coordinators Group (IACG)’s ‘Insurance Pays’ campaign is supported by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH on behalf of the German government, and will be run with the support of all the relevant stakeholders, including the Ghana Insurers Association (GIA), National Insurance Commission (NIC), Insurance Brokers Association of Ghana (IBAG), National Association of Ghana Insurance Agents (NAGIA) and Chartered Insurance of Institute Ghana (CIIG). The Insurance Awareness Coordinators Group (IACG) is a group made up of all relevant stakeholders in the insurance industry whose objective is to promote insurance awareness and education in Ghana. The membership of IACG is open to all recognised apex bodies, associations and think-tank groupings in the insurance industry and today includes members of the Ghana Insurance Association (GIA), the National Association of Ghana Insurance Agents (NAGIA), the Insurance Brokers Association of Ghana (IBAG), the National Insurance Commission (NIC) among others.
The group was formed in June 2015 as a result of the findings of a Micro-insurance Awareness Pilot campaign by the GIA, NIC & GIZ. This awareness campaign was run in 20 communities in 4 districts between 2013 and 2014. In April 2015, GIZ, NIC, GIA and other stakeholders in the insurance met to review the pilot insurance awareness programme.
One recommendation that came out of the meeting was the formation of the Insurance Awareness Coordinators Group (IACG) to coordinate all insurance awareness and education initiatives within the insurance industry to achieve maximum benefit.
As a provider of international cooperation services for sustainable development and international education work, GIZ is dedicated to building a future worth living around the world. GIZ has over 50 years of experience in a wide variety of areas, including economic development and employment, energy and the environment, and peace and security.
It work with businesses, civil society actors, and research institutions, fostering successful interaction between development policy and other policy fields and areas of activity. The German Federal Ministry for Economic Cooperation and Development (BMZ) is our main commissioning party.
Currently, GIZ promotes sustainable development in Ghana via about 50 programmes and projects. Our activities currently cover three priority areas: Energy and Climate, with a concentration on renewable energy and energy efficiency; Training and Sustainable Growth for Decent Jobs, and Peaceful and Inclusive Societies, which looks at good governance. For more information, please visit www.giz.de/ghana
