Three Words.
AXA added three words, 'and domestic violence', to the emergency-relocation clause of its home insurance, so victims can be rehoused right away.
- Brand
- AXA France
- Agency
- Publicis Conseil
- Market
- France
- Region
- Global
- Year
- 2025
The challenge
The home is often the most dangerous place for victims of domestic violence: AXA France says 79% of femicides happen at home (French Interior Ministry, 2023), and that the lack of emergency housing keeps many from leaving. French home insurance already paid for emergency relocation when fire or flood made a home unliveable, but not after domestic violence.
The idea
From 1 April 2025 every AXA France home contract includes two new guarantees: legal, psychological and financial support from Juridica, AXA's legal-protection subsidiary, and seven days of emergency rehousing for the victim and any children, arranged around the clock by AXA Partners (AXA France). AXA France and Publicis Conseil made the change known with a national campaign on TV, outdoor, digital and social, alongside training for AXA's agent network.
Results
- 121 people supported in the first month and 1,292 in the first ten months, according to Publicis Conseil's Clio entry
- Website traffic up 321% in the first month and new contracts up 9%, according to the same entry
- The clause covers all 2.5 million AXA home insurance contracts, according to the agency's award entries
Case study source: AXA France Source ↗
Awards
- Cannes Lions 2026Creative Effectiveness LionsGrand Prix
- Clio Awards 2026Clio Awards / Creative Business Transformation / ServicesGrand Clio
- Clio Awards 2026Clio Awards / Public Relations / Cause RelatedGrand Clio
- Clio Awards 2026Clio Awards / Public Relations / Single MarketGold
- Clio Awards 2026Clio Awards / Public Relations / Brand DevelopmentGold
- Clio Awards 2026Clio Health / Health Institutions & Services / Public RelationsGrand Clio
- Clio Awards 2026Clio Health / Health Institutions & Services / InnovationGrand Clio
- Clio Awards 2026Clio Health / Health Institutions & Services / Creative StrategyGrand Clio
- Clio Awards 2026Clio Health / Health Institutions & Services / Creative Business TransformationGrand Clio
- Cannes Lions 2025Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
- Cannes Lions 2025Titanium – A01 TITANIUMGrand Prix
- Cannes Lions 2025PR – A06 CONSUMER SERVICES/BUSINESS TO BUSINESSGold
- Cannes Lions 2025PR – D04 BRAND VOICE & STRATEGIC STORYTELLINGSilver
- Cannes Lions 2025Glass: The Lion for Change – A02 PRODUCT/SERVICESilver
- Cannes Lions 2025Creative Strategy – E01 PRODUCTS/SERVICESGold
- Cannes Lions 2025Creative Strategy – C05 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
- Cannes Lions 2025Creative Business Transformation – A01 TRANSFORMATIVE STRATEGYGrand Prix
- Cannes Lions 2025Direct – F08 MARKET DISRUPTIONGrand Prix
- Clio Awards 2025Clio Awards / Innovation / Creative CommerceSilver
- Cannes Lions 2025Direct – A06 CONSUMER SERVICES/BUSINESS TO BUSINESSBronze
- Cannes Lions 2024Innovation – B02 PRODUCT INNOVATIONGold
- Cannes 2026: Gold and Bronze in Creative Effectiveness, and Silver in Sustainable Development Goals
- D&AD 2026: Black Pencil, two Yellow Pencils and three Wood Pencils
Credits
- PR
- Publicis Consultants
- Media
- Wavemaker Paris
- Production
- Prodigious Paris
- Legal support service
- Juridica
- Rehousing service
- AXA Partners
