AXA’s Campaign: “Being Self-Employed Shouldn’t Be a Risk”
In 2023, AXA posed a direct yet provocative question: “Why should the future be a risk?” This inquiry marked the launch of their new brand strategy, focusing on the interconnected and often unpredictable risks that shape our world. AXA’s optimistic outlook emphasizes their commitment to bridging the protection gap and making the world safer, fairer, and more inclusive.
Highlighting Vulnerabilities
AXA’s initial campaign chapter focused on how being a woman can expose one to greater risks and impact their ability to progress. Now, AXA is shifting focus to the professional vulnerabilities faced by the self-employed with their new global brand campaign, “Being self-employed shouldn’t be a risk.”
Celebrating the Self-Employed
Being self-employed often entails significant risks, exposing individuals to vulnerabilities due to a lack of proper protection. AXA’s campaign celebrates the day-to-day professional struggles and victories of self-employed individuals, recognizing them as the driving force behind the global economy.
A Lighthearted Yet Touching Film
Directors Hoffman & Metoyer have created a lighthearted yet touching film that spotlights the self-employed. The film illustrates the various mishaps that can occur without dwelling on the hardships and anxieties of self-employment. Through simple and sometimes amusing anecdotes, the film conveys the message that “Being self-employed shouldn’t be a risk” and that AXA understands the challenges of going it alone.
Musical Touch
The film’s soundtrack features a remake of “I Got You, Babe” by Swedish singer, musician, and composer El Perro Del Mar. This choice adds a comforting and familiar element to the campaign, reinforcing the supportive message.
AXA’s Commitment
AXA’s new campaign reflects their commitment to supporting the self-employed by acknowledging their unique challenges and providing solutions that offer better protection. By addressing the critical vulnerabilities of those who are not adequately protected, AXA aims to make a positive impact on the lives of self-employed professionals.
Conclusion
The “Being self-employed shouldn’t be a risk” campaign by AXA underscores the insurer’s dedication to creating a safer and more inclusive world. By highlighting the professional struggles and victories of the self-employed, AXA aims to bridge the protection gap and ensure that being self-employed does not entail unnecessary risks.
This campaign, created by Publicis Conseil and published in France in May 2024, is a testament to AXA’s innovative approach to insurance and their commitment to supporting all individuals, regardless of their employment status.
For more information about AXA’s initiatives and to see how they are making a difference, visit their website and join the movement towards a safer, fairer, and more inclusive future.
