By LOVETH AZODO, Lagos
The Director General of the Nigerian Insurers Association (NIA), Mrs. Bola Odukale, has emphasized the need for continuous insurance awareness across the country to eliminate the prevailing negative perception of the industry.
Odukale made this remark when the executive members of the Nigerian Association of Insurance and Pension Editors (NAIPE) paid a courtesy visit to her office at the NIA headquarters in Lagos.
According to her, insurance practitioners must remain visible and actively engage with the public through collaboration with the media.
She stated, “Image-making is an integral part of the insurance business, especially in an industry like ours, where people often claim to know little or nothing about what we do.
We frequently hear statements such as ‘we don’t know anything about insurance,’ and the feedback consistently indicates a widespread lack of awareness about the industry.
“This has been a recurring challenge in our sector, and it underscores the need for continuous engagement. We must consistently put ourselves in front of the public. No one claims to be unaware of what banks do, yet many people profess ignorance about the insurance sector.”
Highlighting the role of the media, she added, “The media is an essential part of the insurance industry. You serve as the image-makers of our sector, and collectively, your role in shaping public perception cannot be overlooked. That is why we value our relationship with you and are committed to working closely together.”
Odukale further stressed the need for sustained efforts in promoting the industry’s image. “We still have a lot of work to do. We must continue to project our industry positively and consistently. You are key to this mission, and we are eager to collaborate with you in achieving it.”
Speaking on the ongoing third-party motor insurance awareness campaign, she affirmed, “This campaign is not just about third-party insurance; it is about increasing overall awareness of insurance. Our goal is to bring insurance closer to the people. While we may be focusing on third-party coverage now, the broader objective is to educate people about the existence and benefits of insurance.
“This is not a short-term initiative that will end in February—we intend to sustain and expand it. The campaign has already highlighted the significant need for more awareness, and we are committed to working with the media in the long run to maintain the momentum.”
She also urged insurance journalists to work collaboratively with the industry to promote and protect its image.
“A lot of us have benefited from this industry, and it is our responsibility to safeguard it through our reporting. While maintaining balanced journalism, we must also consider the impact of our narratives. When someone reads an article about the industry, does it leave them with a better understanding and appreciation of insurance?” she questioned.
In response, the Chairperson of NAIPE, Mrs. Nkechi Naeche-Esezobor, encouraged insurance operators to engage the media regularly to keep journalists informed about industry developments.
She stated, “The NIA can enhance public awareness by partnering with the media through quarterly briefings on sector developments.
This will ensure that journalists are well-informed and can effectively disseminate accurate information to the public.”
Naeche-Esezobor also advocated for increased publication of articles on insurance by journalists across various platforms to further spread awareness and improve public perception of the industry.
