The National Health Insurance Authority (NHIA) has launched an aggressive campus-focused campaign aimed at deepening awareness, correcting misinformation and building long-term loyalty for the National Health Insurance Scheme (NHIS) among tertiary students across the country.
Head of Corporate Affairs at the NHIA, Faustina Dery, says the initiative, dubbed “NHIS Campus Connect”, is more than a routine outreach programme.
“NHIS Campus Connect is not just an outreach activity; it is a masterstroke in strategic communication and long-term brand positioning,” she stated in a social media post.
According to her, the short-term goal of the initiative is to drive immediate awareness and spark active enrolment conversations among students — a demographic she describes as critical to the Scheme’s sustainability.
“In the short term, it drives immediate awareness, corrects misinformation, and puts the NHIS brand directly in front of a critical demographic: the youth,” she explained. “By meeting students where they are, the Authority is turning passive awareness into active engagement and enrollment conversations.”
Beyond immediate visibility, Madam Dery indicated that the campaign is designed to build trust and credibility among young people, who she says wield significant influence both on and off campus.
“In the medium term, it builds trust, credibility, and relevance. Young people are not just future beneficiaries; they are opinion leaders on campuses, in homes, and across digital spaces,” she noted. “Once they understand the value of the Scheme, they become organic ambassadors of NHIS within their communities.”
She further described the initiative as a long-term investment in national development, arguing that embedding the NHIS into the consciousness of the youth will strengthen public confidence in the Scheme for generations.
“In the long term, this campaign is nation-building communication. It secures generational loyalty, strengthens public confidence in the Scheme, and embeds NHIS into the lifestyle and consciousness of Ghana’s future workforce and decision-makers. That is sustainable marketing at its finest,” she stated.
Madam Dery said the campaign strategically combines education, engagement and experiential communication — an approach she believes modern public institutions must adopt to remain relevant.
“This is not just a campaign. This is smart positioning. This is proactive public sector marketing. And most importantly, this is the NHIS investing in the future of Ghana, one campus at a time,” she added.
She credited the initiative to the leadership of the NHIA Chief Executive, Dr. Victor Asare Bampoe, and commended the Authority’s corporate affairs team for driving the project.
“This wouldn’t be possible without the vision and drive of our CEO Dr. Victor Asare Bampoe. Kudos to the corporate affairs team and the leadership within. This is history in the making,” she said.
The NHIS Campus Connect campaign forms part of broader efforts by the Authority to expand coverage, improve public perception and secure the Scheme’s long-term sustainability through targeted engagement with Ghana’s youth population.
Source: www.kumasimail.com
