Theme: Insurance: Supporting Financial Resilience in Communities.
Date: 22nd to 27th September 2025.
Background
The Insurance Week is a national annual campaign that seeks to sensitise the public on
insurance services, their importance and benefits.
In Zambia, insurance has traditionally seen lower uptake compared to other financial services.
However, there is a growing recognition of its importance and the positive steps being taken to
address this. Thanks to the dedicated efforts of various stakeholders in the industry, there is a
concerted push to continue raising awareness and educating the public about the benefits of
insurance.
The campaign first took place in 2013 and has since made a significant impact, fostering a
greater understanding of how insurance can provide security and peace of mind. Insurance Week
is a financial literacy campaign which aims to ensure that more and more citizens have a good
understanding of insurance and can confidently make use of its products and services. As a
result, we are witnessing increased interest and engagement, which is a promising sign of
progress in the industry.
Rationale and Objectives
It is widely recognised that financial inclusion is one of the hallmarks of a developed society.
Citizens need to understand and have access to financial services for financial stability and
security. The National Financial Inclusion Strategy II (2024-2028) defines financial inclusion as
“access to and informed usage of a broad range of quality and affordable financial products and
services that meet the needs of all individuals and businesses in a fair, simple, dignified and
sustainable manner.”
This is enhanced by the overall vision of NFIS II, which is to create “An inclusive and robust
financial ecosystem that provides accessible, affordable and sustainable financial products and
services to all segments of the population, which help increase their resilience, improve their
financial health and build their confidence in the financial system.” Campaigns such as the
National Insurance Week are vital to achieving this vision, because people can only make
informed and confident decisions when they are financially literate.
Who should participate
Insurance Week is for everyone, including the Government, the Regulators, industry players,
financial service providers and all other partners that have an interest in financial education.
We invite all interested stakeholders to make creative use of your branches and networks to
spread the Insurance Week message.
We call upon our stakeholders to once again rise to the occasion and make the campaign
another resounding success.
The theme for 2025 is “Insurance: Supporting financial resilience in communities” The key
messages are as follows:
Risk identification and management:
Risk Management is at the heart of insurance, helping individuals and communities anticipate, prepare for, and reduce the impact of uncertainties. In line with the 2025 Insurance Week theme, “Insurance: Supporting financial resilience in communities”, insurance enables people to manage risks by providing protection against losses that could otherwise destabilise households or businesses. By transferring risk to insurers, families and enterprises can plan with confidence, safeguard their assets, and focus on growth and development, knowing they are shielded from financial setbacks that could derail their progress.
Insurance provides a solution:
Insurance provides a solution by offering individuals, families, and businesses a safety net that cushions them against unexpected financial shocks. It acts as a practical tool that helps communities recover quickly from risks such as accidents, illnesses, natural disasters, or business losses. By pooling resources and spreading risk, insurance ensures that people are not left vulnerable or forced into poverty when faced with challenges, but instead are empowered to rebuild and continue thriving.
Preparedness and Resilience:
Insurance fosters a culture of preparedness by encouraging individuals and communities to plan for the future. It builds resilience by ensuring that, when shocks occur, recovery is quicker and less financially draining. With insurance, communities are better equipped to bounce back from challenges, maintain livelihoods, and continue contributing to economic growth, thereby strengthening their long-term financial resilience.
Expected Outcome:
IW 2025 aims to deliver the following outcomes:
Increase industry participation and ownership of sensitisation activities
Promote simplified and clear insurance messaging
Promote a better understanding of insurance providers, complaint resolution
channels and service options
Improve the understanding of the role of insurance during uncertain times
(disasters)
Increase the number of citizens who understand how insurance works
Sensitise different age groups, all around Zambia.
Activities Lined up
Day 1: Monday, 22nd September, 2025 – Launch Day
Target Audience: General Public, Media, All Stakeholders.
Goal: Officially launch the week, generate broad awareness and set the tone for the week.
Activities: March past, speeches, entertainment and exhibitions.
Day 2: Tuesday, 23rd September, 2025 – SME Day
Target Audience: Small and Medium Enterprises
Goal: Make insurance relatable and accessible for non-traditional earners and first-time
buyers, demonstrating how insurance is a tool for business resilience and growth.
Activities: Activations in markets and stations with branded materials to engage traders
and drivers one-on-one in a fun, non-sales way. TV, radio, podcasts, webinars, workshops,
and direct engagements in communities.
Day 3: Wednesday 24th September, 2025 – Farmers and Agri-Business
Target Audience: Farmers, cooperatives, associations, etc.
Goal: Highlight affordable and accessible products for the agricultural sector.
Activities: Engagements with the Ministry of Agriculture, extension officers, farmers, and
associations, among others. TV, radio, podcasts, webinars, etc. Focus on agriculture risks
and insurance solutions.
Day 4: Thursday 25th September, 2025 – Youth Day
Audience: Pupils and Students
Goal: Financial education. Help pupils and students to understand the importance of
insurance in the financial sector. Educate them on how insurance works, the benefits and
career opportunities in the industry.
Key Activities: School activations, competitions, talks, etc.
Day 5: Friday 26th September, 2025 – CEOs Day
Target Audience: CEOs, senior executives, industry leaders, innovators, and partners.
Goal: Provide a high-level platform for collaboration and share insights.
Activities: CEO roundtable discussions, recognition of outstanding contributions to the
industry.
Day 6: Saturday 27th September, 2025 – Soccer Tournament
Target Audience: Industry, innovators, partners
Goal: Celebrate collaboration among industry players
Activities: The Safety for People On the Move (SPOM) will be hosting a road safety soccer
tournament.
Expected Reach
| S/N | Target Audience | Expected Number of People to be Reached |
| 1 | Pupils | 50,000 |
| 2 | Students | 10,000 |
| 3 | Farmers | 5,000 |
| 4 | Marketeers | 5000 |
| 5 | General Public (Physical reach) | 10,000 |
| 6 | Media Reach | 1,000,000 |
Industry Action
- Unified theme and messaging
- Participate in launch event with CEO representation
- Media blitz through a coordinated campaign (radio, TV, print and social media)
- Community activations through roadshows, exhibitions etc
- Stakeholder outreach and engagement targeting pupils, students, farmers, SMEs,
- industry associations, local government, CSR etc
- Branch activations (brand branches, run clinics and engage policyholders)
Insurers Association of Zambia
3rd Floor, Finsbury Park, Kabwe Roundabout, Lusaka
E-mail: iazsecretariat@iaz.org.zm
Tel: +260211238704
Mobile: +260977673305 / 977 779954