A brand new company chapter of Know You Can: why ought to the long run be a danger?
Our world is confronted with new interconnected and sometimes unpredictable dangers creating an unsure future for everybody. As new vulnerabilities emerge, the necessity for defense turns into much more pressing.
Now’s the time for AXA to infuse its iconic model signature with an excellent higher sense of inclusion and talent to bolster our collective future, to additional categorical a shared optimism sooner or later, the idea that progress can and should profit all.
AXA asks a easy query: Why ought to the long run be a danger? That is the muse of AXA new company chapter of Know You Can that may carry AXA ahead for the following 3 years of its strategic plan 2024-26.
Every year, a public going through agenda will deliver to life “Why ought to the long run be a danger?”. Its first instalment begins with a important matter: Being a lady shouldn’t be a danger.
A complete marketing campaign: being a lady shouldn’t be a danger
Being a lady shouldn’t be a danger shines a important gentle on those that are under-protected and overexposed to danger. Ladies, representing 50% of the world’s inhabitants, are going through a number of dangers from well being to enterprise, from sports activities to schooling.
By speaking about them, AXA is dedicated to preventing exclusion to make sure progress for all. In full alignment with AXA’s model objective – act for human progress by defending what issues – the brand new marketing campaign brings to life clear commitments of the corporate’s core perception.
The marketing campaign unfolds round an emotional movie (60’ + 30’) shot by Madeline Clayton. It depicts acquainted conditions of ladies uncovered to dangers, from beginning to maturity. The movie doesn’t place girls as victims nor as tremendous girls. It units the report straight and forces us to assume otherwise. It has an optimistic imaginative and prescient on progress and believes in our skill to attempt for one thing higher.
A print marketing campaign shot by Peter Funch highlighting key placing statistics (solely 33% of enterprise house owners are girls…) reinforces the purpose and invitations folks to find world and native proof factors of concrete AXA options.
Tangible demonstration of AXA’s objective
AXA isn’t ranging from scratch. Over the previous couple of years, AXA has deployed globally and at nation stage vital initiatives that cater to the necessity of ladies, aiming at closing the hole of their administration of dangers. That is what this world marketing campaign is fueled by: actual actions operated internally at AXA or in partnership with business friends, with NGOs and the general public sector to assist girls.
Ulrike Decoene, AXA Group Head of Communication, Model and Company Duty:
“Ladies face completely different dangers all through their lives… It’s as much as us to tailor our provides in a method that enhances and will increase their influence and attain”.
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About AXA:
The AXA Group is a worldwide chief in insurance coverage and asset administration, with 150,000 workers serving 108 million purchasers in 51 international locations.
https://www.axa.com/en/about-us
About PUBLICIS CONSEIL:
Publicis Conseil is the main French company of the Publicis Group, the world’s largest communications and promoting group by market capitalization. Publicis Conseil and AXA have been enterprise companions for greater than 10 years.
