Three Words
AXA · 2024
7 awards: Cannes · Clio Awards · London International Awards · ANDY Awards · +3 more
Strategic insight
Home insurance already covers uninhabitable homes; domestic violence makes homes lethal. By leveraging existing infrastructure rather than inventing new services, AXA unlocked scale: victims already call for help; contracts already trigger relocation; the system simply needed three words to redirect both.
Cultural Impact
Three Words catalyzed industry-wide adoption and consumer expectation shift. Competitors Mondial Assistance and MACIF launched competing clauses; 86% of French people now expect this standard. The campaign reshaped what insurance should cover, cementing domestic violence as an insurable risk category.
Business Result
Net new home insurance contracts more than doubled year-on-year, and AXA climbed from #2 to #1 in brand consideration. The clause extended to 3M additional corporate health contracts in January 2026, scaling impact beyond the original target audience.
