Africa Reinsurance Corporation has appointed Cross River born Charles O’Tudor as Brand and Strategy Consultant on its CSR initiative and insurance awareness campaign.

Charles O’Tudor who is the Principal Consultant, ADSTRAT Brand Management Consortium is expected to bring his wealth of experience in brand strategy,engagement,management and projection to bear in the execution of this multi media campaign which will break pan Nigeria soon.

It will be recalled that DDB Lagos won the pitch on the communications account recently.

O’Tudor is meant to streamline same and ensure that its execution is in synergy with Africa Re’s mission and vision.

African Reinsurance Corporation (Africa Re) is the leading reinsurance company in Africa. Established in 1976 by member states of the African Union at the initiative of the African Development Bank Group (AfDB). Africa Re is a Pan-African financial institution with predominantly African shareholders. Its shareholding include 41 African States, the AfDB and 111 African insurance and reinsurance companies from the 41 member countries. The Corporation is headquartered in Lagos with a network of eight (8) regional offices across Africa, including two (2) subsidiaries in Johannesburg and Cairo

With its excellent A rating stands to guarantee that role of insurers will be fulfilled in African markets. Yet, we have witnessed fire outbreaks putting an end to the dreams of uninsured traders. We have also witnessed many children unable to complete their education following the death of their uninsured breadwinner. Another example to cite is the number of fights between drivers in events of vehicle accidents. All these could have been avoided if the individuals were aware of the benefits of insurance. The extremely low insurance penetration rate of 0.3% is not healthy for the growth of the Nigerian and African economy

This campaign aims at developing an integrated behavioural change to enhance the effort made by the National Insurance Commission (NAICOM) and the Nigerian Insurance Association to develop a clear knowledge, experience and perception gaps in the Nigerian insurance market. The campaign is set to achieve the following:

• Correct the negative and prevalent perceptions plaguing the industry;

• Drive penetration and density as well as grow insurance culture across the country;

• Enlighten the public on credible insurance partners i.e. how to get and enjoy the benefits of insurance in Nigeria.

The ultimate aim is to deepen the knowledge about insurance and the advantages therein.

The campaign will be a multi-media one.