The goal of the campaign was to highlight the importance and benefits of property insurance as a key tool for ensuring financial security and stability, especially in light of climate change and the increasing frequency of natural disasters. The core message “Home Insurance: Protect Your World” was chosen with consumers in mind, while the unifying slogan “Care is Love” was retained as the overarching theme of all ABZ initiatives to promote insurance literacy. The active phase of the campaign took place between March and July 2023, and ABZ has continued to raise awareness on the topic through ongoing media and public engagement.
Information Materials
A broad set of informational and visual materials was developed to support the campaign. These materials help consumers understand the value of property insurance and the need to select coverage that fits their specific circumstances—an essential factor for consumer satisfaction. The materials provide an overview of the main types of property insurance available on the market, their specific features, and key policy parameters to consider. Guidance is also offered on how to proceed in the event of damage: how to report a claim, what documentation is required, and how compensation is paid. All materials are published on the ABZ website and remain publicly accessible.
Educational Quiz “Your Insurance IQ: Home”
To expand ABZ’s long-term educational toolkit, an interactive online quiz titled “Your Insurance IQ: Home” was launched. The quiz assesses users’ basic knowledge of property insurance and supports learning by offering educational explanations with each question. As part of the campaign, ABZ hosted a quiz-based competition with prizes, attracting 901 participants from across Bulgaria.
Survey on Consumer Attitudes Toward Property Insurance
In early April 2023, ABZ partnered with the financial portal MoitePari.bg to conduct an online survey exploring consumer attitudes toward home insurance. The main finding was that most respondents viewed property insurance as a key way to protect both their home and financial wellbeing in the event of a damaging incident—motivating their decision to purchase coverage.
Roundtable Discussion: “Focus on Property Insurance”
On April 11, 2023, ABZ hosted a discussion with over 35 journalists and insurance intermediaries. The event featured ABZ Chair Konstantin Velev, ABZ Board Member Veselin Angelov, and Desislava Nikolova, Senior Analyst at MoitePari.bg. The discussion focused on the growing relevance of property insurance in light of the rising risks from natural and seismic events.
Multiplatform Project: “Insurance – Reality and Opportunities”
As part of the campaign, a televised discussion titled “Insurance – Reality and Opportunities” aired on May 20 via Bulgaria ON AIR and was streamed on the broadcaster’s website and Facebook page. The project was a joint initiative between ABZ and Bulgaria ON AIR, aimed at raising public awareness about trends in the insurance market, with an emphasis on property insurance. The debate drew on findings from the analytical report “Insurance in Bulgaria – Economic Impact and Development Challenges”, as well as insights from the ABZ campaign. Participants included former ABZ Chair Konstantin Velev, Board Member Veselin Angelov, Lachezar Bogdanov (Chief Economist at the Institute for Market Economics), and Maria Veleva (Manager, Balkan Insurance Company). In addition to the televised segment, the project included interviews and a series of publications on the topic.
Media and Social Media Outreach
The campaign was actively promoted across ABZ’s Facebook, Instagram, and LinkedIn pages. Its wide-ranging and diverse activities attracted strong media interest and received extensive national coverage.
The success of the “Home Insurance: Protect Your World” campaign demonstrates that well-designed, engaging, and accessible consumer communications can significantly enhance insurance literacy, respond to public needs, and resonate positively with the wider audience.
