This poetic insurance ad encourages people to open up about mental health

British insurer AXA aims to show it's committed to improving lives

Published On
Oct 03, 2019

Editor's Pick

British insurance brand AXA is focusing on the very topical issue of opening up about mental health in its latest campaign.

Agency Fallon London was briefed to come up with a campaign demonstrating AXA's commitment to improving people's lives and also using access to talent at Liverpool FC as part of the brand's sponsorship agreement. The resulting spots center on four individuals’ stories about how they experienced difficulties with their mental health, with the hero spot set to a spoken word poem written by one of them, the non-binary Aiysha Humphreys, who struggled with her gender identity.

Another film focuses on Sophie Bradley-Auckland, the captain of Liverpool Women FC, who talks about how she struggled to cope after an injury but found help from her teammates. There's also a film centered on the founder of a podcast for Dads and another about a man who found social media exacerbated his problems after illness. A dedicated content hub on AXA's website contains more information about the stories behind the campaign, and also directs people who are struggling with their own mental health on where to get help. 

 “This campaign isn’t about insurance, but instead highlights the need to talk and the benefits of sharing our thoughts and feelings," said Chaka Sobhani, chief creative officer at Leo Burnett / Fallon. "People often find it difficult to talk about their mental health, so it’s a bold move for AXA to put this front and center of the campaign. The initiative embodies real-life stories of people’s struggles with mental health and how they overcame these struggles–a conversation that we feel should be part of our everyday culture.”


Oct 03, 2019
Client :
Agency :
Account Director :
Ailsa McQuaid
Head of Marketing Communications :
Karen Robson
Head of Brand Communications :
Kirsti Hughes
Campaign Marketing Manager :
Sarah Yeates
Campaign Marketing Manager :
Sharon Mintah
Senior Social and Content Manager :
Samantha Ford
Campaign Marketing Manager :
Megan Morris
Chief Creative Officer :
Chaka Sobhani
Creative Director :
Ricardo Motti
Creative Director :
Ronaldo Tavares
Creative Director :
Joao Paulo Testa
Copywriter :
Andrew Long
Art Director :
James Millers
Planner/CSU Director :
Ben Felton
Agency Producer :
Georgie Pearson
Account Team :
Jo Tauscher
Account Team :
Ailsa McQuaid
Photographer :
Sasha Bojko
Agency :
Havas Media
Media Planner :
James Lawrence
Media Planner :
Alex Woods
Production Company :
Stink Films
Director :
Post Production :
Electric Theatre Collective
Audio Post Production :
Grand Central Recording Studios
Music by :
Major Tom
Poem and Voice by :
Aiysha Humphreys

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