Case Study
Social responsibility potential- INSURANCE
Social responsibility campaigns are crucial for fostering community engagement and enhancing brand reputation in the insurance market. This case study examines the potential for a social responsibility campaign related to pensions, aiming to understand prosocial behavior, perceptions, and effective engagement strategies. The insights helped design impactful campaigns that resonate with target audiences.
Objective of the Study
The primary objective of this study is to understand the potential of a social responsibility campaign in the insurance market, specifically in relation to pensions. The study aims to explore prosocial behavior, assess the perception of pensions, and identify effective ways to engage with the community and promote social responsibility initiatives.
Methodology
METHODOLOGY:
- The study employs a quantitative approach using Computer-Assisted Web Interviews (CAWI) to collect data. This method ensures comprehensive and reliable insights into the potential for a social responsibility campaign.
SAMPLE :
- The sample consists of 612 respondents, plus an additional 70 respondents who have contributed to Pillar III. This provides a robust dataset to understand different perspectives and behaviors related to pensions.
LOI:
- 15-20 min
MAIN RESULTS
Understanding of prosocial behavior and people’s attitudes to various social and charitable causes.
Overview of the perceptions related to pensions in Romania
Private pensions Pillar III (focus on taxpayers and non-taxpayers).
Relationship with financial institutions.
Methods of information.
KEY TAKE-AWAY
- Investments to boost Awareness and Familiarity: Increasing awareness and familiarity of Pillar III is crucial for attracting supporters. This includes educating the population about its benefits and addressing common concerns.
- Educational Campaigns: Launching educational campaigns that contextualize everyday problems faced after the age of 60, such as low state pensions, expensive medications, and health issues, can significantly enhance engagement.
- Tax Benefits Communication: Highlighting the reduction in income tax from salaries as an important benefit can attract more participants.
- Associating with Social Causes: Associating the campaign with significant social causes, especially those supporting children or people with serious health problems, can have a major impact. This approach is particularly effective for specific target groups.
- Support for Environmental Projects: While supporting environmental projects is beneficial, they may have less impact compared to direct social causes. Tailoring the message to the target audience is essential for maximizing impact.
