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Apr 2011 Zurich International Life (ZIL) has launched a vast seduction move with insurance intermediaries across the Middle East. The campaign is designed to promote life insurance policies distributed via 500 intermediaries. The latter will be able to get acquainted with products and kits containing manuals and tools designed to facilitate the understanding of the covers offered to customers. This initiative has materialized in the Middle East market where the penetration rate of life insurance is below 2%.