Sharing Makes Us Stronger - Supporting Mental Health | Clapboard Ad Archive

Sharing Makes Us Stronger

Description

Sharing Makes Us Stronger is a compelling film campaign launched in the United Kingdom by AXA and created by the ad agency Fallon in 2019. Rooted in the finance industry, this campaign addresses the often overlooked emotional and mental struggles faced by individuals, emphasizing the importance of sharing feelings during difficult times. It highlights the overwhelming pressures of daily life and the isolation that many experience, positioning AXA not just as an insurance provider but as a compassionate supporter committed to improving mental health and wellbeing. By spotlighting the thousands of calls handled annually by AXA’s counselors from customers across healthcare, home, motor, and business insurance sectors, the campaign reinforces the brand’s dedication to providing real help when it matters most. Sharing Makes Us Stronger extends beyond commercial messaging to foster a sense of community and empathy, reminding audiences that talking about their challenges can lead to strength and resilience. The campaign strategically directs viewers to an informative online resource at www.axa.co.uk/inside-axa/mental-health, where individuals can learn more about mental health support, reflecting AXA’s broader mission to benefit not only its customers but its staff and society as a whole. Through authentic storytelling and a focus on emotional connection, the film nurtures trust and positions AXA as a responsible brand that values human wellbeing alongside financial security.

Credits

Client

AXA

Agency

Fallon

Chief Creative Officer

Chaka Sobhani

Creative Director

Ricardo Motti, Ronaldo Tavares, João Paulo Testa

Copywriter

Andrew Long

Art Director

James Millers

Strategic Planner

Ben Felton

Producer

Georgie Pearson

Account Management

Jo Tauscher. Ailsa McQuaid

Photographer

Sasha Bojko

Media Agency

Havas Media

Media Planner

James Lawrence, Alex Wood

Production House

Stink Films

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Campaign Proposition

The "Sharing Makes Us Stronger" campaign by AXA, launched in the UK in 2019, centers on a brand proposition that emphasizes emotional support and community resilience as integral to financial and personal wellbeing. The campaign conveys that AXA is more than an insurance provider; it positions the brand as a trusted partner that recognizes the mental and emotional challenges customers face, especially during difficult times. By highlighting the availability of counselling services and the importance of sharing feelings, AXA extends its value proposition beyond traditional financial products to include holistic care, aiming to improve the quality of life for its customers and broader society. From a market strategy perspective, the campaign leverages insights into the rising awareness around mental health and the pressures individuals encounter in modern life. Targeting a broad audience across healthcare, home, motor, and business insurance customers, the narrative approach humanizes the brand by focusing on universal emotional experiences rather than product features. The creative angle rests on normalizing conversations about mental health, positioning AXA as a supportive entity that listens and acts, which differentiates it in the competitive finance sector. This empathetic storytelling serves to build trust and emotional connection, potentially increasing brand loyalty by aligning AXA with values of care and community, thereby extending its relevance beyond financial security to emotional wellbeing.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign centers on the pressures of modern life, loneliness, and the challenges people face—establishing a clear, relatable problem at the outset. The narrative cues emphasize feeling overwhelmed and the importance of sharing those feelings. AXA’s services—counselors offering support to customers—are positioned as the solution, directly addressing the issues highlighted. There’s no evidence of symbolism, celebrity use, dramatization, testimonials, or a story-driven arc with a plot twist. The focus is the real-world problem and AXA as the practical remedy, matching the “Show the Problem” format most accurately.