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Beyond slogans: Good practices in promoting microinsurance products
Microinsurance Paper #:
22Title:
Beyond slogans: Good practices in promoting microinsurance productsAuthor(s):
Nancy R. Lee, Independent Consultant
José Miguel Solana, ILO's Microinsurance Innovation Facility
Date of Publication:
May 2013Summary:
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.