The ABZ initiative aimed to raise public awareness of life insurance in response to growing interest in the topic, and to support informed and responsible consumer decision-making. With the consumer in mind, the campaign was built around the core message: “Care is love! Give your loved ones security and a future with life insurance.” The campaign ran from December 2021 to April 2022, attracting strong public attention and helping to bring the subject of life insurance into the public and media spotlight.
Information Materials
A wide range of informational and visual materials were created for the campaign. These resources help consumers understand the benefits and purpose of life insurance, its role in personal financial planning, the main types available on the Bulgarian market, and the key steps involved in taking out a policy. All materials are published on the ABZ website and remain accessible to the general public.
Educational Quiz “Your Insurance IQ: Life”
To further expand ABZ’s long-term educational tools, an online quiz titled “Your Insurance IQ: Life” was developed. The quiz not only assesses users’ knowledge but also helps build insurance literacy through educational feedback provided after each question. As part of the campaign, ABZ launched a quiz-based game with prizes that attracted 1,349 participants from across the country.
Consumer Attitudes Survey
In partnership with the financial portal MoitePari.bg, ABZ conducted an online survey to gauge consumer attitudes toward life insurance. The main finding revealed that the primary barrier to purchasing life insurance is the lack of sufficient information on the topic.
Online Media Briefing: “Life Insurance – Personal Benefits and Market Development”
On 27 January 2022, ABZ held an online discussion for journalists with the participation of 35 media and insurance professionals. Speakers included Veselin Angelov (CEO of Allianz Bulgaria and ABZ Board Member), Rositsa Velinova (CEO of CCB Life), and Andrey Georgiev (CEO of Euroins Life). The discussion generated strong interest and wide media coverage, helping to shape the public dialogue around life insurance.
TV and Digital Discussion: “Life Insurance – Protection and Investment”
As the campaign’s closing event, ABZ organized a televised roundtable debate titled “Life Insurance – Protection and Investment”, broadcast on 10 April via Bulgaria ON AIR, Facebook, Dnes.bg, and Investor.bg. Participants included top executives from the insurance and investment sectors, as well as the Deputy Chair of the Financial Supervision Commission. The discussion focused on the development potential of life insurance, the advantages of investment-linked policies, and tools for managing customer investments. The event was accompanied by additional interviews and published materials as part of a broader multi-platform outreach.
Media and Social Media Engagement
The campaign was actively promoted through ABZ’s Facebook, Instagram, and LinkedIn pages, generating strong engagement. The wide scope of activities and educational content also attracted extensive media interest and coverage.
The success of the “On Focus: Life Insurance” campaign demonstrates that clear, engaging, and accessible consumer communication is an effective tool for improving insurance literacy. The initiative responded to a real consumer need and was met with broad public approval.
