ICICI Lombard survey salutes the spirit of women
~ Encourages women to take charge of their lives ~
Mumbai, March 20, 2017: Although 95 per cent of women are aware of health and fitness, only 74 per cent go for a checkup when they are unwell or because the doctor insisted on a medical checkup. However, when it comes to health insurance, women are on top of their game — 47 per cent have medical insurance, 65 per cent said they were fully aware of insurance, and 77 per cent said they knew how to submit a claim.
More women are taking their health and wellness seriously; this is validated as 35 per cent said they have not fallen ill in the last six months. This has also been proven as claims for the top five women related ailments are decreasing year on year.
These were some of the findings of a recent ICICI Lombard survey titled ‘Women Health and Insurance’ which offered insights into a host of issues affecting them. The survey covered 1,500 housewives, self-employed and working women in the 22-55 year age group. The respondents were from the four metro cities and Bengaluru, Hyderabad, Chandigarh and Lucknow.
The survey highlights a fundamental change that has been observed in buying behavior towards health insurance amongst women. 29 per cent women surveyed have bought a health insurance policy themselves, which was earlier majorly influenced by fathers and spouses. This considerable increase can be a result of a gradual increase in the awareness on policy information, as 65 per cent women are aware if their policy details. And from these well-aware customers, 77 per cent can make a claim on their policy.
To build up further on these survey findings, ICICI Lombard also released a 45-second video that shows how women are taking charge of their lives by becoming increasingly independent and raising their voice against social stigma and male oppression. They are today giving importance to their health which is mostly overlooked in the scheme of things.
The video opens with the shot of a young girl one late evening. Anxiety is writ large on her face. She is running and panting, as if trying to get away from someone. The video then reveals that the girl is not running away from anyone but is, in fact, jogging on a beach. The film ends with the girl breaking into a momentary smile as she acknowledges a familiar face jogging past her. Bottom line: The girl is running for herself, for her own wellbeing, and not from someone.
The brand promoted the video on key social media platforms — it generated 1.6 million views and 1,600 shares on Facebook, 5.7 lakh views on YouTube, and substantial hits on Twitter via an influencer campaign.
Both the survey and video convey the same message — women are helping themselves and their families by becoming proactive about their health and wellness.
Sanjeev Mantri, Executive Director, ICICI Lombard said, “We have always strived to motivate our women customers to #dothedifficult by helping them incorporate health awareness into everyday life, as evident from our products that focus on wellness. The video, which shows a woman running for her health and fitness instead of from social prejudice and injustice, seeks to highlight the fact that women are champions of their own destiny, be it in the household or in the boardroom. This is validated by our survey which illustrates how women are improving their personal quality of life.”