Microinsurance Paper #:

  22

Title:

  Beyond slogans: Good practices in promoting microinsurance products

Author(s):

Nancy R. Lee, Independent Consultant
José Miguel Solana, ILO's Microinsurance Innovation Facility

Date of Publication:

  May 2013

Summary:

Microinsurance Paper #22 is intended to provide examples of good practice for developing promotional campaigns. Based on 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. 

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