Hollard Ghana has launched a new nationwide brand campaign dubbed "We Cover You" as part of efforts to strengthen public understanding of insurance and expand coverage among underserved Ghanaians.
The integrated marketing campaign, unveiled at Achimota Mall in Accra on Friday, seeks to reposition the insurer by addressing widespread misconceptions about the Hollard brand while highlighting the company's commitment to protecting individuals, families and businesses.
Deepening insurance awareness in Ghana
Speaking at the launch, Managing Director of Hollard Insurance, Daniel Boi Addo, said research conducted by the company revealed that although many Ghanaians recognize the Hollard name, a significant number are still unaware that the company provides insurance services.
"People have heard of Hollard, but when you ask what we do, you get all kinds of interesting responses. Some think we are a country, others believe we manufacture fabric or yoghurt. We are using this campaign to educate Ghanaians so they can clearly associate the Hollard brand wit insurance," he said.
According to him, the campaign forms part of the company's broader ambition to increase insurance penetration while growing its market share.
"We are a purpose-led insurance brand committed to enabling more Ghanaians to create and secure a better future by protecting what matters most to them," Mr. Boi Addo stated.
He explained that the campaign deliberately avoids technical insurance language in favour of simple messaging that resonates with everyday consumers.
"Insurance is not about policies and premiums alone. It provides confidence and peace of mind for people to pursue their dreams, knowing they are protected if unexpected events occur," he said.
Mr. Boi Addo added that the company expects the campaign to improve public understanding of insurance and encourage more Ghanaians to purchase insurance products.
"Out of every 10 people who hear this message, we expect all 10 to confidently know exactly what Hollard does."
Delivering on the ‘We Cover You’ promise
Managing Director of Hollard Life Assurance, Sosthenes Konutsey, described the campaign as the beginning of a renewed commitment to delivering exceptional customer experiences beyond advertising.
"Today's launch is not the finish line; it is only the beginning. A campaign can introduce a brand, but only great customer experience can build lasting trust," he said.
He stressed that the promise of 'We Cover You' must be reflected in every customer interaction, from policy issuance and claims processing to advisory services.
"Our responsibility begins after the cameras stop rolling. Brands are not built by advertising alone; they are built by consistently delivering on what they promise."
Mr. Konutsey noted that Hollard is investing in simpler insurance products, digital innovation, stronger partnerships and improved customer service to make insurance more accessible.
"The future of insurance is not only about selling policies; it is about building lasting relationships. We want every customer to feel more understood, more respected, more supported and more confident that Hollard genuinely cares."
Making insurance more accessible
Acting Head of Marketing and Corporate Affairs, Aviel Benni Derry, said the campaign is designed to establish Hollard as a household name while educating consumers on the value of insurance.
"The campaign seeks to ensure that everyone who hears about Hollard understands that we are Ghana's favourite insurance group, dedicated to helping people create and secure a better future," she said.
She indicated that Hollard currently ranks among Ghana's leading insurers and is targeting a position within the industry's top three through increased customer education, innovation and market expansion.
Ms. Derry noted that the company continues to pioneer innovative insurance distribution channels, including the sale of motor insurance products through selected retail outlets and digital platforms.
"We want innovation to reach customers wherever they are. Whether through your mobile phone or selected retail shops, insurance should be accessible and convenient."
She added that Hollard currently operates branches across major cities and supports more than 230 franchise offices nationwide, with plans to further expand its footprint across the country.
Uncover to Cover
The 'We Cover You' campaign adopts the creative concept "Uncover to Cover", using cloth as a symbolic representation of protection, care and security. Through television, radio, print, digital media, outdoor advertising, public relations and experiential activations, the campaign illustrates how Hollard protects homes, vehicles, businesses, employees and families.
Company officials said the initiative forms part of Hollard's long-term strategy to simplify insurance, improve customer understanding and contribute to increasing Ghana's relatively low insurance penetration rate.
The insurer also reiterated its commitment to enabling more Ghanaians to create and secure a better future by providing accessible, customer-centred insurance solutions
