Accident prevention will be the focus when the entire sales force of life insurance leader Ceylinco Life takes to the streets country-wide this month for an intensive public awareness campaign to mark the company’s seventh annual ‘Life Insurance Week.’
As in previous years, nearly 5,000 insurance sales professionals will be deployed in all districts of the country from 11th to 17th February to visit homes, offices, schools and other public places to promote the importance of life insurance.
Personnel of the Sri Lanka Police will support some of the activities planned under the initiative this year, including a series of public awareness campaigns in major towns on accident prevention, with the participation of Ceylinco Life sales personnel. These programmes will cover safety tips for drivers and pedestrians, road rules and the importance of life insurance.
“The incidence of road accidents has reached alarming proportions in our country, and we felt the Life Insurance Week provides the perfect platform to create awareness about this problem, which adds to the relevance of life insurance,” Ceylinco Life’s Managing Director/CEO R. Renganathansaid. “Life Insurance Week is not just about selling life insurance, it is about promoting understanding of the value of the protection it offers.”
To talk about life insurance, members of Ceylinco Life’s force will pre-identify as many potential policyholders as possible and obtain appointments to visit them during the Life Insurance Week. Several branch level activities have also been planned during the week, which will be supported with a mass media advertising campaign to educate the public on the value of life insurance, the company said.
According to statistics, 12.1 per cent of Sri Lanka’s population and 29.1 per cent of the labour force is presently protected with life insurance. Before the start of Ceylinco Life’s Life Insurance Week initiative in 2008, the penetration of life insurance was below 10 per cent of the population.
The market leader in Sri Lanka’s life insurance sector since 2004, Ceylinco Life has more than a million lives covered by active policies. The company is acknowledged as the benchmark for innovation in the local insurance industry for its work in product research and development, customer service, professional development and corporate social responsibility.