Three Words
- Brand:
- AXA
- Agency:
- Publicis Conseil Paris
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Timeless principle
The strongest statement a brand can make is a contractual change.
The idea
Add ‘and domestic violence’ to AXA home-insurance contracts so survivors can receive practical emergency support.
Why it works
Three words turn a broad expression of support into a defined obligation. The idea works inside the company’s actual product, where protection has legal and practical force. Communication follows the change instead of substituting for it.
