Funeral Insurance !!!
At least half a billion LITERATE adults worldwide have at most been educated to primary school level.
At least one in every two has a cell phone.
Gatfol asked a small sample of reading-literate people based in Africa to tell us what words
(taken from the Hollard insurance website with products specifically for them), they do not understand.
From all keywords describing funeral insurance for the right target market,
only 34% of the test demography understood the conveyed message
at a level substantial enough to act upon.
Words that you and I and the internet world take for granted
bypasses this massively large socio-economic stratum…
For us – simple words – for them – information (and a better world) beyond reach…
Words not understood…
Lump sum 33%
In the developing world, funeral expenditure is socially important and
economically burdensome, both on an individual- and family group level.
Over 300 million people worldwide are carrying a financial burden that could
have been lessened had the message conveyed to them been better understood…
This is a wake-up-call…
Gatfol…from cradle to grave…