The Uganda insurance industry is at a pivotal moment, with its leaders acknowledging the critical role of media in shaping public trust and driving growth. During the close of the Insurance Media Workshop held this week at Fairway Hotel, Kampala, Jonan Kisakye, the CEO of the Uganda Insurers Association (UIA), delivered a powerful call to action, urging both the media and insurance stakeholders to forge a stronger, more collaborative partnership.
This synergy, he argued, is essential to combat misinformation and foster a clearer, more accurate public understanding of insurance.
New Mandate for Media and Insurers
Kisakye’s remarks centred on a shared responsibility to advance the industry. For the media, his message was clear: move beyond one-off reporting.
He encouraged journalists to “actively follow up on insurance matters, carefully analyse the information shared, and ensure that the public receives a clear and accurate understanding to combat misinformation.”
This emphasis on consistent, factual reporting is a direct response to the low insurance penetration in Uganda, which is often hindered by a lack of public knowledge and distrust fueled by inaccurate information.
Collaboration between Media and Sector
The call for collaboration was equally strong for the insurance sector itself. Kisakye urged insurance stakeholders to “set aside competition, unite as a sector, and work collaboratively to advance the industry as a whole in the media.”
This is a significant shift from a traditionally competitive landscape, highlighting the need for a unified front to address common challenges and build collective public confidence.
Building Trust Through Compelling Stories
To make this partnership work, Kisakye challenged insurers to provide compelling and engaging content. He encouraged them to offer compelling news stories, such as recent examples of paid claims, to enhance both media and public interest.
He noted that sharing real-life instances of claims being honoured not only builds trust but also provides a tangible demonstration of insurance’s value, moving the conversation beyond complex jargon and into the realm of real-world impact.
In a move to institutionalise this collaboration, Kisakye concluded by pledging that the UIA would work to make the Insurance Media Workshop a more frequent event, rather than an annual one.
This commitment to sustained engagement is a recognition that building public trust and media literacy is an ongoing process, not a one-time event.
Ultimately, Kisakye’s remarks laid out a clear roadmap for the future of Uganda’s insurance industry: one built on a foundation of open communication, shared responsibility, and a collective effort to inform and empower the public.