Insurer AXA and company Publicis Conseil received the Dan Wieden Titanium Grand Prix at Cannes Lions for altering house insurance coverage insurance policies to assist individuals go away home abuse.
AXA’s “Three Phrases” was one of the awarded campaigns at Cannes Lions this week, having already received the Grand Prix within the Direct and Inventive Enterprise Transformation classes. Publicis Conseil was additionally named Company of the Yr at Cannes Lions.
The Titanium Lions, which acknowledge work that progresses the trade, are one of the prestigious prizes in promoting. This 12 months, 18 items of labor have been shortlisted out of 187 entries, and solely 4 acquired a Titanium Lion, together with AXA.
Publicis Conseil is the primary French company to obtain the Titanium Grand Prix within the award’s 22-year historical past. Its trophy can also be one other feather within the cap of holding firm Publicis Groupe, which has been on a successful streak recently with new enterprise, most just lately Mars’ media account.
With “Three Phrases,” AXA helped “give girls the liberty to depart abusive relationships,” mentioned Judy John, president of the Titanium jury and world chief artistic officer of Edelman.
In France, the place AXA is headquartered, house insurance coverage is necessary by regulation and already offers emergency relocation when a house turns into uninhabitable within the occasion of fireside or flood. AXA added the three phrases, “and home violence” to its clause to assist girls escape abusive conditions.
As a part of the coverage, a lady shall be instantly relocated if she calls an emergency quantity and can obtain free authorized, monetary, and psychological help. The trigger was included in all of AXA’s 2.5 million house insurance coverage contracts with retroactive impact.
AXA “handed the whole insurance coverage trade a transparent roadmap for reform,” John mentioned. “The choice to award it was on the spot and unanimous.”
An extended, sophisticated street
AXA already has longstanding applications supporting girls, and in 2023, it launched its “Being a Girl Shouldn’t be a Threat” platform. “Three Phrases” got here from knowledge exhibiting that home violence is on the rise in France, as elsewhere, and is the main reason behind damage for girls within the nation, mentioned Agathe Bousquet, president of Leo and Publicis Groupe France.
“This was a robust and systematic resolution to a systemic and really massive drawback,” she mentioned.
Whereas AXA’s CEO, Thomas Buberl, was receptive to the concept from the start, it was a 16-month course of that was “very tough” to launch, based on Marco Venturelli, CEO and CCO of Publicis Conseil and president and world CCO of Leo.
Making the change, although it “sounds easy,” was advanced to execute as a result of it entailed overhauling fundamentals of insurance coverage insurance policies, mentioned Venturelli. For instance, AXA had to make sure that a lady can get assist even when her identify isn’t on the insurance coverage contract, and he or she doesn’t have to offer proof of the issue.
Publicis Conseil entered a beta check of “Three Phrases” at Cannes Lions final 12 months and received gold in Innovation. That win emboldened the AXA consumer to make it official, mentioned Venturelli.
“Three Phrases” launched in April this 12 months and is now being rolled out in Italy. AXA can also be contemplating implementing the change within the U.Okay., Eire, Spain, and Japan, Bousquet mentioned.
“It’s altering a class and pushes competitors to do the identical,” Venturelli mentioned. “It’s a part of the DNA of what insurance coverage ought to do–defending individuals.
Watch all of the Cannes Grand Prix winners right here.
