Briefing Note #18: Audiovisual mass media campaigns for insurance education: Stages and lessons

As the microinsurance industry grows there is an increasing need to scale up insurance education efforts and educate a wider audience. Audiovisual media is an attractive dissemination channel to achieve this because it is strongly anchored in the lifestyle of low-income people in developing countries. Briefing Note #18 explores the stages of such campaigns and presents lessons learnt.