A brand new company chapter of Know You Can: why ought to the longer term be a threat?
Our world is confronted with new interconnected and infrequently unpredictable dangers creating an unsure future for everybody. As new vulnerabilities emerge, the necessity for defense turns into much more pressing.
Now could be the time for AXA to infuse its iconic model signature with a good larger sense of inclusion and talent to strengthen 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 longer term be a threat? That is the inspiration of AXA new company chapter of Know You Can that can carry AXA ahead for the subsequent 3 years of its strategic plan 2024-26.
Every year, a public dealing with agenda will deliver to life “Why ought to the longer term be a threat?”. Its first instalment begins with a vital subject: Being a girl shouldn’t be a threat.
A complete marketing campaign: being a girl shouldn’t be a threat
Being a girl shouldn’t be a threat shines a vital gentle on those that are under-protected and overexposed to threat. Girls, representing 50% of the world’s inhabitants, are dealing with a number of dangers from well being to enterprise, from sports activities to training.
By speaking about them, AXA is dedicated to preventing exclusion to make sure progress for all. In full alignment with AXA’s model goal – 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 girls uncovered to dangers, from beginning to maturity. The movie doesn’t place girls as victims nor as tremendous girls. It units the document straight and forces us to suppose in another way. It has an optimistic imaginative and prescient on progress and believes in our means to try for one thing higher.
A print marketing campaign shot by Peter Funch highlighting key hanging statistics (solely 33% of enterprise homeowners are girls…) reinforces the purpose and invitations folks to find international and native proof factors of concrete AXA options.
Tangible demonstration of AXA’s goal
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 girls, aiming at closing the hole of their administration of dangers. That is what this international 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 help girls.
Ulrike Decoene, AXA Group Head of Communication, Model and Company Accountability:
“Girls face completely different dangers all through their lives… It’s as much as us to tailor our provides in a approach that enhances and will increase their affect and attain”.
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About AXA:
The AXA Group is a worldwide chief in insurance coverage and asset administration, with 150,000 staff 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.
