Film shows the roll out of the marketing project called Community Health Insurance Participation.

The Health Insurance Fund, PharmAccess and the local administrator MicroEnsure introduced a health insurance program for the coffee farmers and their families of the Kilimanjaro Native Cooperation Union in Tanzania. KNCU is Africa’s oldest cooperative and represents over 150,000 small scale coffee farmers. The insurance program offers access to affordable quality health care, tailored to the needs of the community.

Understanding the benefits of health insurance is not always easy for people who get by from a small yearly income. For this reason, prior to the start of the program an extensive marketing campaign was launched to closely involve the KNCU members in the program and to educate them on the benefits of health insurance. This campaign is called ‘Community Health Insurance Participation’ and was introduced in partnership with Hivos, and the local partners ACORD and Envirocare. With special thanks to Stop Aids Now and De Grote Onderneming.

The video shows how the farmers gradually get familiar with the concept of health insurance through social marketing activities such as home visits, radio campaigns, forums, games and theatre plays.  They learn to understand how the insurance program can help minimize the impact of health issues on their daily lives.  With the end result that a majority expresses their support for the insurance program in a legally binding vote.