AXA launches mental health campaign with Fallon

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by Josh Hall

AXA have launched a new campaign for their health insurance product, focusing on mental health.

The 'Sharing Makes Us Stronger' campaign is intended to encourage people to open up about their mental health, and to encourage more conversation on the topic.

It features stars of the Liverpool FC Women's team, who are amongst four individuals who share their mental health stories across a series of short films.

The campaign, created by Fallon London, consists of 60-second and 30-second spots, along with social clips and press support.

AXA has also launched a dedicated content hub on its own website, containing all the creative along with further information on mental health issues.

Commenting on the launch, AXA UK's head of marketing and communications Karen Robson said: "Sharing Makes Us Stronger is all about empowerment. We want people to feel confident in sharing their thoughts and fears and feel that in doing so they are actively building their mental resilience.

"Working with Fallon London, we were able to create a powerful advert that highlights the benefits of sharing, inspired by the real-life stories of three individuals and Liverpool FC’s Women’s Sophie Bradley-Auckland.” 

Chaka Sobhani, chief creative officer at Leo Burnett / Fallon, added: “This campaign isn’t about insurance, but instead highlights the need to talk and the benefits of sharing our thoughts and feelings. People often find it difficult to talk about their mental health, so it’s a bold move for AXA to put this front and centre of the campaign.

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