Microinsurance Paper No. 21: Audiovisual Mass Media Campaigns for Insurance Education: Stages and Lessons
This paper aims to explore whether mass media can effectively achieve changes in terms of insurance awareness, knowledge, attitude, and skills. Is it realistic to assume that mass media could have the same type of impact that classroombased training does, while reaching a far wider audience? If so, what is needed to achieve corresponding changes in scale and behaviour? The paper identifies campaign elements that have the potential to turn financial knowledge into effective risk management behaviour and promote up-take. It targets practitioners in the microinsurance arena who seek to understand how to design and implement a successful mass media campaign.
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