Africa-Press – Uganda. Industry leaders and media professionals in Uganda have called on insurance sector players to break down complex insurance concepts into simple, relatable stories that everyday Ugandans can easily understand.
Speaking at high-level workshop under the theme, “Bridging the Gap: Rethinking Insurance Reporting in Uganda,” hosted by the Uganda Insurers Association (UIA) at Fairway Hotel in Kampala, experts emphasized that simplifying insurance communication and sharing real-life experiences of beneficiaries are critical to increasing awareness, trust, and uptake.
Dalton Kaweesa, Head of Current Affairs at NBS TV, stressed the importance of telling insurance stories from the consumer’s perspective rather than focusing on technical policies.
“We need to make insurance simple enough for those outside the sector to understand,” Kaweesa said. “Highlighting how insurance payouts have positively impacted lives can attract wider public interest.”
Michael Ssebbowa Mukasa, Editor of Bukedde Newspaper, highlighted that insurance still feels foreign to many Ugandans and urged the sector to localize insurance messaging by using everyday language and cultural references.
Wycliff Ssebunya of Radio One echoed the need to “give a face” to insurance stories by showcasing how compensation has changed individuals’ lives, citing SWICO’s Shs1.6 billion payout after the 2023 Masaka fire as a powerful example.
Sanlam’s CEO , Gary Corbit called for making insurance communication exciting and relevant, saying, “We sell hope, not just policies. We must engage the public with stories they can relate to.”
IRA CEO Hajji Ibrahim Lubega Kaddunabi attributed Uganda’s low insurance penetration to misinformation, and especially poor communication.
“Bridging the gap between technical jargon and everyday realities is vital to building trust and increasing uptake,” he said.
Ruth Namuli, Chairperson of the Uganda Insurers Association and CEO of Sanlam General Insurance, described the workshop as the start of ongoing media collaboration to simplify insurance messaging and grow the market.
Ben Mwine, Head of Corporate Affairs and Partnerships, urged increased investment in awareness campaigns, noting the direct link between advertising spend and insurance uptake, citing the US as a successful example.
By embracing simpler communication and compelling storytelling, Uganda’s insurance sector aims to demystify insurance and build confidence among the public, ultimately expanding coverage nationwide.
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