NAIROBI, Kenya March 20 – APA Insurance, which is part of the Apollo Group, has unveiled a new brand campaign for 2018, titled ‘Insuring Happiness.’
The campaign is launched to coincide with the International Day of Happiness – a day to inspire action for a happier world.
The move comes even as Kenya was ranked 124 out of the 156 countries surveyed in the recent World Happiness Report for 2018, down 12 spots from last year’s report and substantially below many other African countries.
“APA Insurance believes that everyone is in pursuit of genuine happiness. This campaign was created with all Kenyans in mind and addresses the issues we are facing as a nation to try and increase the state of our happiness. Creating a happier society requires action at all levels – not just from political leaders and institutions but also from individual citizens. When we do things to bring happiness to others, everyone benefits,” commented the Apollo Group CEO, Ashok Shah.
The campaign centred on the belief that “insurance is about people, not things,” seeks to build an emotional connection by focusing on what matters most to people – making them happy by insuring their happiness.
“The concept of ‘Insuring Happiness’ is about life and having the security of looking after your family, business, assets or future goals. We aim to, no matter the circumstance, to achieve, as individuals and a nation, happiness by offering our customers a comprehensive range of products and services to cover diverse personal and business requirements for insurance and investments,” said Catherine Karimi, Chief Executive Officer, APA Life Assurance.
The creation of the International Day of Happiness followed on from the first ever United Nations conference on Happiness and Wellbeing and an earlier UN resolution calling for member states to place a greater focus on the happiness of their citizens.
Focused on insuring happiness, the campaign consists of television, radio, print and online advertising to depict a range of situations where people can achieve happiness.
The campaign will be rolled out over the next year.