Inclusive insurance

AXA’s ads continue its “Know You Can” brand positioning launched in 2019, enlisting ambassadors such as tennis star Serena Williams. With the tagline, “Why should the future be a risk?” the platform will go on to champion progress among other underrepresented groups.

Over the next three years, its initiatives will support more “underprotected” populations, such as the elderly. AXA is also developing “inclusive” and affordable insurance policies for people with lower incomes–a need that has spiked amid the cost-of-living crisis, Decoene said. 

It will also address new societal risks, such as the impact of climate change and cybercrime. 

Despite these looming anxieties, Decoene said AXA does not want to scare people with its campaigning. 

“It’s an uncertain environment, but it shouldn’t lead us to be fatalistic and paralyzed,” she said. “There are solutions out there. We are part of that and can contribute.” 

CREDITS:

Group Head of Communication, Brand & Corporate Responsibility: Ulrike Decoene
Global Brand Director: Virginie Berçot
Brand Expert: Ida De Catuelan
Global Brand Project Officer: Emma Oumeddour
Media, Performance & Insights Director: Jêrôme Amouyal
Global Media Manager: Marine Gissy
Agency: Publicis Conseil
President Overseeing Creativity: Marco Venturelli
Global Executive Creative Director: Steve O’Leary
Art Directors: Laura Aondio, Alexadre Perdereau, Lucie Puybonnieux
Copywriter: Francesca Vitello
Production: Armelle Sudron, Prodigious
Production House: Grand Bazar
Diretor: Madeline Clayton
DOP: Thimios Bakatakis
Executive Producer: Gaetan Le Goff
Line Producers: Noemi March, Léa Villain Barachet 
Production Coordinator: Amélie Zibi