The Backbone of Society: Why AXA’s Celebrating the Self-Employed

Since last year, insurance company AXA has been asking, ‘Why should the future be a risk?’ 

The question arises from the knowledge that key groups typically face what AXA calls ‘protection gaps’: areas in which certain demographics are left more vulnerable than their peers, and therefore require more insurance. 

AXA’s new global brand strategy has been designed to close those gaps. The first iteration of the campaign, ‘Being a Woman Shouldn't Be a Risk’, debuted in 2023 to address the ways in which women are subjected to unequal risk in far-ranging spheres such as health, business, sport, and education. It was backed by genuine actions taken by AXA to tailor its support to women’s specific needs in partnership with industry peers, NGOs, and the public sector.

Now in its second phase, AXA is celebrating the self-employed, who, despite being “the backbone of society”, according to AXA Group global brand director, Virginie Berçot, also face ‘protection gaps’. Rolling out in France, Spain, Thailand, Mexico, UK, Germany, Switzerland, Italy, Hong Kong, an uplifting series of vignettes into self-employed people’s lives spotlights the work they put into their goals, rounded off with that same simple message: ‘Being self-employed shouldn’t be a risk.’

With the media plan starting now in the UK, we decided to delve deeper into how to make a meaningful commitment to customers. LBB sat down with Virginie, discussing AXA’s aims to make life safer, fairer and more inclusive for all, the importance of being where your audience are, and treating them with dignity and respect.

LBB> Why did it make the most sense right now to focus on AXA’s support for self-employed people?

Virginie> Last year, we launched our new global brand strategy to share our conviction that the future shouldn't be a risk, meaning that it was our agenda to do better, to make life safer, fairer, and more inclusive for as many people as possible.

After raising awareness on risks women face, in 2024 we want to bring a second proof of our commitment through the self-employed. As for women, the self-employed are over-exposed to risks (business interruption, financial insecurity, health issues, ignorance on legal, taxation and administrative matters, and loneliness/solitude to name a few) and, are improperly covered. That is not acceptable.

From small business owners, self-employed workers, to freelancers, they are the ones showing up when we need them, bringing relief to our families, keeping our cities alive and human. They are too often invisible yet indispensable as the driving force behind society and our economies.

By showing we understand their challenges and risks, 'we get them'. We want to become better at supporting them in achieving their goals.

LBB> When you'd made that decision, what did you communicate to Publicis as your brief?

Virginie> Do as good a job as you did with ‘Being a woman shouldn’t be a risk’ campaign.

We’re fortunate; we’ve been working together on this global brand strategy since 2022. Publicis was fully versed on what we started and wanted to continue in 2024. So, it was obvious for all of us that we needed to be as good and do as good a job as the global campaign for women. 

It wasn’t easy because women are a universal topic – everybody’s got a mother, a sister, a cousin, an aunt... Here, with the self-employed, it’s more exclusive, more of a niche even if all of us cross their path many times a day, every single day. Therefore, the question was more about how to make as many people as possible relate to the self-employed.

A second challenge was to be consistent with the first campaign while at the same time making it singular. 

LBB> Tell us about the formation of that creative idea, evolving into a story told by a series of vignettes of people’s lives. There’s a strong storytelling angle to each one, so how did the teams at AXA and Publicis decide on those?

Virginie> First we tried to make sure we were picking and choosing the right occupations so that as many people as possible could relate to them. So that these would not be perceived as too much of a niche. The second thing we really paid attention to during the process was the right tone of voice. Like in the campaign for women, we wanted to depict them in their reality. With a little bit of tenderness… and a lot of dignity and respect. Throughout the process this has been crucial.

Addressing the professional vulnerabilities to which the self-employed are exposed is in no way a question of charity or compassion. That’s why, at the core, we wanted to celebrate the self-employed in their day-to-day professional struggles and victories, acknowledging them as the driving force behind our global economy.

LBB> What were some of the other key moments in the process that really helped the campaign to connect?

Virginie> Being ready to launch the campaign in the first country, France. AXA France‘s got a strong ambition for inclusive insurance. We had to be ready for this first rendezvous. We needed to connect the brand campaign with the reality of who the self-employed are and the products and services we designed for them. 

LBB> This is an integrated campaign, so were there different considerations to be made around the print work, for example, or any of the other other work outside of the film?

Virginie> The ecosystem and the assets we’ve developed to complement the film are pivotal in making sure we spread the right message. So, we have been as demanding for TV as for the digital, print or outdoor assets. We were also very cautious to be as close to the self-employed’s day-to-day life as possible. We needed people to be able to identify with them. 

With the additional assets, we also broadened the scope of occupations, namely occupations not featured in the film. And we found it crucial to make these assets part of the same campaign. 

In some countries, you’ll for instance see a farmer, a hairdresser, a physiotherapist that you won’t see in the film. 

LBB> Media choice is really important here. You want to be where the self-employed are as they’re the audience you’re trying to reach. And there are sub-categories of self-employed people in very specific places, media-wise.

Virginie> You’re right. It is instrumental. That’s why in this campaign, outdoor is a key component of our media plans. Being in the street, where the self-employed are and work, was also essential. But, we’re also present on digital. As a matter of fact, we’re pushing the full range of assets wherever the self-employed are. Common sense. 

LBB> How have self-employed people responded to the work so far?

Virginie> We’ve just started. It’s only the beginning of the campaign. So let’s wait and see a little bit for results.

But from the research we conducted, it seems self-employed could appreciate the consideration we've demonstrated. They appreciate our making them visible.  

Again, they are the backbone of our society. Each and every one of us knows at least one self-employed worker, who brings us some kind of relief in our day-to-day life. So, they deserve this visibility and they deserve an insurance cover that protects them properly.