Mutual health organisations have been present in Senegal for years. Despite their benefits, in most areas take-up rates remain low. Using randomised controlled trials, we evaluate the effect of an insurance literacy module, communicating the benefits and functioning of health microinsurance, as well as three cross-cutting marketing treatments. The results from our various marketing treatments indicate a positive and significant effect on health insurance adoption, particularly for poor households, increasing take-up by around 35–40%. The insurance literacy module does not seem to have a positive impact on take-up decisions. We attempt to provide different contextual reasons for this result.