Insurance is something many people only think about after something has gone wrong. A new national campaign is hoping to change that by helping Saint Lucians better understand what insurance does, what they are paying for and how it can protect them when life takes an unexpected turn.
Insurance & You 2026 was launched on October 30 as a 13-week public education campaign focused on insurance literacy and financial preparedness. It is co-founded and jointly governed by the Insurance Council of Saint Lucia and the Financial Services Regulatory Authority.
The campaign will look at insurance in practical terms, covering areas such as life and health insurance, property and motor coverage, pensions, retirement planning, consumer rights, insurance for businesses and financial planning.
Campaign Lead Joseph Dolor said part of the challenge is that insurance can still feel complicated or distant until people actually need it.
“Insurance affects nearly every aspect of modern life. It helps families recover after disasters, supports businesses when disruptions occur, protects income during times of hardship, and provides confidence to invest in the future,” he said.
“Yet many people still view insurance as complex, confusing, or relevant only when something goes wrong. Insurance & You seeks to change that perception.”
Under the theme “Learn. Plan. Protect.”, the campaign is expected to use articles, videos, interviews, webinars, school outreach, community discussions and other resources to make insurance easier to understand.
Organisers say the focus will be on education rather than simply promoting insurance products.
“Our objective is not simply to increase awareness about insurance products,” Dolor said. “Our objective is to help create a culture where preparedness is valued, financial resilience is understood, and informed decision-making becomes second nature.”
Over the 13 weeks, Saint Lucians will also be encouraged to better understand their rights and responsibilities as consumers, as well as how insurance can fit into wider decisions about family finances, property, business and retirement.
