The initiative was designed to deepen public understanding of how insurance supports everyday life and to improve financial literacy across diverse communities.
The campaign was spearheaded by the visionary leadership of Dr. Ajith Raveendra De Mel, Chairman of the IRCSL, whose commitment to bridging the protection gap in Sri Lanka has united the insurance industry in a collaborative effort.
The programme was officially inaugurated in the heart of Matara city and concurrently expanded across the district through a series of coordinated regional activations in Akuressa, Deniyaya, Beliatta, Kamburupitiya, Weligama, Dickwella, and Hakmana.
Each regional activation was led by leading life insurance providers, who played a central role in organizing outreach activities and engaging directly with local communities.
The programme featured a range of interactive sessions, educational engagements, and one-on-one conversations, offering individuals from all walks of life a clearer understanding of how insurance can enhance financial resilience.
By extending its reach beyond the urban center, the programme created a meaningful ripple effect of awareness and empowerment throughout the Matara district.
It also set a new benchmark for industry-regulator collaboration in Sri Lanka, demonstrating the power of unified action in driving financial education and inclusion at the grassroots level.
A key highlight of the programme was a workshop held on June 26th at the Rabindranath Tagore Memorial Auditorium of the University of Ruhuna, Matara.
Titled “The Workshop on Practical Aspects and Importance of Insurance”, the session attracted over 1,500 participants, including university students, schoolchildren, and members of the general public.
Adding further depth to the initiative, a Road Safety Awareness Programme was conducted in partnership with the Sri Lanka Police, the Clean Sri Lanka Project, and Fairfirst Insurance, reinforcing the broader role of insurance in promoting community wellbeing and public safety.
Sharing his thoughts on the programme, Dr. Ajith Raveendra De Mel, Chairman of IRCSL, stated,
“This initiative reflects our commitment to building a financially secure and well-protected nation—across both general and life insurance sectors.
We are proud to lead efforts that bring the industry together to engage directly with the public, making insurance more accessible, understandable, and relevant to everyday life.”
Lasitha Wimalaratne, President of IASL, added,
“Raising awareness about how insurance can transform lives is the first step toward building a more resilient and financially secure society.
We recognize that such awareness remains a challenge, and initiatives like this play a vital role in addressing that gap.”
Roshan Peiris, Chair of the Marketing & Sales Forum of IASL, which was responsible for bringing this programme to life, shared,
“The response we received from the public was overwhelmingly positive, reaffirming our belief that when all stakeholders come together with a shared purpose, we can create meaningful impact.
We look forward to scaling this effort across the island and continuing to build momentum.”
The IASL, together with IRCSL, will continue this island-wide effort in the coming months, reinforcing the theme : “Insurance for All: For a Secure Future.”