Know You Can Campaign | Inspiring Resilience & Success | Clapboard Ad Archive

Amy Conroy Know You Can

Description

In June 2021, AXA UK launched a compelling digital campaign, "Amy Conroy Know You Can," created by the agency Nonsense, that powerfully communicates the brand’s core purpose of helping people move forward by protecting what matters. The campaign centers on Amy Conroy, a remarkable 3x Paralympian and Under 25 World Champion in wheelchair basketball, whose inspirational story embodies resilience and determination. Having been told at age 12 that she would never play sport again following her cancer recovery, Amy defied the odds, demonstrating that belief in oneself can propel individuals beyond limitations. This narrative aligns seamlessly with AXA’s “Know You Can” ethos, which encourages confidence and empowerment by providing protection through a range of insurance products—including Car, Home, Health, and Business Insurance—so customers feel secure enough to pursue their ambitions. By showcasing Amy’s journey, the campaign humanizes AXA’s message, illustrating how protection fosters progress not only in personal challenges but also in everyday life. Utilizing a single impactful media asset shared across digital platforms, the campaign amplifies engagement through storytelling that resonates emotionally, while reinforcing AXA UK’s position as one of the country’s leading insurance providers backed by the global strength of the AXA Group. Through this campaign, AXA communicates that when confidence and protection combine, individuals are empowered to overcome adversity, inspiring a broader audience to embrace the “Know You Can” mindset. To deepen connection and accessibility, AXA UK supports the campaign with a strong digital presence across social media channels, providing consumers with ongoing motivation and practical pathways to secure their future. This campaign is a definitive example of how brand storytelling and strategic communication can drive meaningful consumer engagement in the finance sector.

Credits

Client

AXA

Agency

Nonsense, Nonsense London, London, United Kingdom of Great Britain and Northern Ireland

Campaign Proposition

The "Amy Conroy Know You Can" campaign from AXA leverages the Paralympian’s personal story to embody the brand’s core promise: empowering individuals with confidence and protection to move forward in life. By highlighting Amy Conroy’s journey of resilience and determination—overcoming childhood adversity and defying medical expectations—the campaign conveys AXA’s value proposition of enabling customers to face uncertainties with assurance. The narrative emphasizes that when people believe "Know You Can," they gain the confidence to progress, underscoring AXA’s mission to protect what matters, whether through insurance products or reassurance. Strategically, the campaign taps into authentic storytelling to resonate emotionally within the finance sector, particularly the insurance market where trust and reliability are paramount. Using Amy’s inspiring achievements as a credible and relatable brand ambassador, it connects with an audience that values perseverance and security amid life’s challenges. The creative approach aligns with broader societal conversations around overcoming obstacles and fostering inclusion, appealing to diverse consumer segments seeking more than transactional relationships with financial services. The campaign’s focus on digital media and narrative format enhances engagement, facilitating deeper connections by showcasing real human experience rather than abstract brand claims. Overall, AXA uses a humanized, purpose-driven narrative to differentiate itself in a competitive market by linking financial protection to personal empowerment.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on GB Paralympian Amy Conroy, explicitly presented as an AXA Brand Ambassador and a recognizable public figure. The entire narrative leverages her real-life challenges and achievements to personify AXA’s “Know You Can” purpose, directly linking her presence and story to the brand’s promise of building confidence and resilience. The creative execution is not a dramatized product story, but rather positions Amy as a motivational celebrity whose personal journey embodies AXA’s values, making her an aspirational, ongoing representative that viewers associate with the brand. This use of a real, admired figure for advocacy and brand alignment fits Format #8 most closely.