AXA fortifies mental health and wellbeing commitment with two multi-agency campaigns

5 June 2019

Posted in Partnerships

by Rebecca D'Cunha (see media contact)

  • Insurer renews contract with News UK with first burst of activity endorsing mental health awareness via talkRADIO and The Sunday Times. 
  • Subsequent #InMyCorner campaign by AXA UK and AXA PPP healthcare promotes wellbeing with agencies Havas, Unity, Nonsense and Fallon.
  • Both activities align AXA’s brand strategy of empowering customers to live better lives.

AXA has launched two new media campaigns focussing on mental health and wellbeing with media partner News UK and agencies Havas, Unity, Nonsense and Fallon.

As part of its ongoing commitment to move from payer to partner, the company has renewed its partnership with News UK following a request for pitch from media houses.

The partnership will run from May to September 2019 and began with placements in both talkRADIO and The Sunday Times during Mental Health Awareness Week (13th – 19th May).

During the subsequent week, reporters from talkRADIO also covered the annual Health Tech & You Awards, where they interviewed a selection of finalists and broadcasted live on the day. The footage was transformed into a video series shared across talkRADIO’s Facebook page, while presenter Eamon Holmes invited the winner of the Mental Health for Children category to his show for a live interview.

In the coming months, the insurer and media house will go on to create further content investigating dementia, climate change and the work of AXA’s new charity partner Young Minds.

UK Brand and Healthcare Campaign

Alongside its work on mental health, AXA UK and AXA PPP healthcare have teamed up with Havas (media), Unity (earned media), Nonsense (social and content) and Fallon (advertising) to create a wellbeing-focussed campaign.

#InMyCorner runs from 3rd June – 29th July and integrates messages across paid, owned and earned media to drive both talk-ability and engagement. It was created off the back of research showing key audiences were struggling to achieve their health goals alone; however those who had achieved their goals said they benefitted from the support of another person.

This became the springboard for the #InMyCorner campaign, with AXA positioning itself as an expert ally for those looking to live their best lives. To demonstrate this, the insurer and healthcare brand filmed a group of female cold water swimmers from Wales – the Bluetits – who each have overcome mental and physical challenges with the help of the group.

The company is also working with philanthropist and presenter Katie Piper to create editorial content on her podcast Extraordinary People. Piper also joined the Bluetits for a picture-based media story where they took the plunge together.

“While the topics of mental health and wellbeing are familiar territory for AXA, these two campaigns are pushing the boundaries of how we can help our customers live their best lives. We’ve enlisted the expertise of agencies and partners to create two holistic campaigns targeting a multitude of channels. Our goal is to enable our audience to access expert advice at a time and in a place that suits them, giving them the best chance of success.”

— Karen Robson, Head of Marketing Communications, AXA UK

"We know from listening to our members that making healthy lifestyle choices isn't always easy. Sometimes we need someone in our corner, encouraging us when we don’t have courage, pushing us when we want to give up. We were really inspired by The Bluetits, and our agencies have been able to bring to life their story, reminding us all that with support we can achieve more than we ever thought possible.”

—Pippa Strutt, Head of External Communications & Content, AXA PPP healthcare

The #InMyCorner campaign will go on to feature out-of-home advertising, press adverts in the Daily Telegraph, Guardian, Observer, Metro and the Evening Standard, and a social media competition in conjunction with Katie Piper to win a trip to Mauritius.