The Ghana Insurers Association (GIA) has launched its annual Insurance Awareness Month beyond Accra for the first time, taking its “Purpose Beyond Profit” campaign to the Western Region.
The shift aims to reach informal workers, traders, hairdressers, artisans long overlooked in national insurance drives.
GIA’s Head of Technical, Ernestina Amankrah, admitted past efforts were overly Accra-focused. “We brought the campaign to towns like Tarkwa, Bibiani, and Cape Coast so every Ghanaian grasps insurance value,” she said in Takoradi. Outreach revealed a stark information gap, with many viewing coverage as inaccessible or irrelevant.
Participating firms must now simplify services and showcase innovations during roadshows and street activations. “This rebuilds trust,” Amankrah stressed, noting low uptake stems from distrust, not disinterest. The National Insurance Commission’s regional manager, Nada Ashong, praised agents for grassroots engagement, pledging continued support.
If sustained, the regional model could reshape perceptions industry-wide. “Growth means nothing without nationwide reach,” Amankrah added.
