Insurer AXA and company Publicis Conseil gained the Dan Wieden Titanium Grand Prix at Cannes Lions for altering dwelling insurance coverage insurance policies to assist folks go away home abuse.
AXA’s “Three Phrases” was one of many most awarded campaigns at Cannes Lions this week, having already gained 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 business, are one of the vital prestigious prizes in promoting. This 12 months, 18 items of labor had been shortlisted out of 187 entries, and solely 4 obtained 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 profitable streak currently with new enterprise, most not too long ago Mars’ media account.
With “Three Phrases,” AXA helped “give ladies the liberty to depart abusive relationships,” mentioned Judy John, president of the Titanium jury and world chief inventive officer of Edelman.
In France, the place AXA is headquartered, dwelling insurance coverage is obligatory by legislation and already offers emergency relocation when a house turns into uninhabitable within the occasion of fireplace or flood. AXA added the three phrases, “and home violence” to its clause to assist ladies escape abusive conditions.
As a part of the coverage, a girl can 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 dwelling insurance coverage contracts with retroactive impact.
AXA “handed all the insurance coverage business a transparent roadmap for reform,” John mentioned. “The choice to award it was instantaneous and unanimous.”
An extended, difficult highway
AXA already has longstanding applications supporting ladies, and in 2023, it launched its “Being a Lady Shouldn’t be a Danger” platform. “Three Phrases” got here from information displaying that home violence is on the rise in France, as elsewhere, and is the main reason behind harm for ladies within the nation, mentioned Agathe Bousquet, president of Leo and Publicis Groupe France.
“This was a strong and systematic answer to a systemic and really giant 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, in line with Marco Venturelli, CEO and CCO of Publicis Conseil and president and world CCO of Leo.
Making the change, although it “sounds easy,” was complicated 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 girl can get assist even when her identify isn’t on the insurance coverage contract, and she or he doesn’t have to supply proof of the issue.
Publicis Conseil entered a beta take a look at of “Three Phrases” at Cannes Lions final 12 months and gained 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.Ok., 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 folks.
Watch all of the Cannes Grand Prix winners right here.
