AXA France, in collaboration with creative agency Publicis Conseil, has made a historic move by changing the landscape of home insurance to recognize domestic violence as a covered risk—a powerful and unprecedented step in the insurance sector. Through its new initiative, aptly titled “Three Words”, AXA adds “and domestic violence” to its policies, offering emergency housing relocation and legal support for victims, much like it does for those impacted by fire or flood.

This initiative marks a first for the insurance industry and responds to a harsh but urgent reality: home is often the most dangerous place for women.

Rising Numbers Call for Urgent Action

In France, the number of reported domestic violence cases has more than doubled between 2016 and 2023—from over 124,000 to more than 270,000 cases. But according to the Fondation des Femmes, the real number could exceed one million victims annually.

For many victims, leaving an abusive household is not simply a choice—it’s an impossibility, often due to financial dependency, social isolation, and the overwhelming lack of alternative housing options. According to the French Ministry of the Interior, 77% of calls to the national domestic violence helpline (3919) reference the urgent need for housing relocation.

AXA Steps In During the Critical Window

AXA is leveraging its expertise in emergency response to redefine its role as an insurer, offering tangible, life-saving help when it’s needed most. Traditionally focused on rehousing after natural disasters, AXA now applies the same rapid-response infrastructure to domestic violence situations.

With this initiative, victims and their children can access emergency housing for 7 days, renewable depending on the situation. This critical window allows them to stabilize, access support services, and begin rebuilding their lives away from danger.

Key components of AXA’s new domestic violence support coverage include:

• Emergency Rehousing: Safe, anonymous housing solutions arranged within 24 hours.
• Dedicated Assistance Line: A helpline offering legal guidance and support Monday to Friday.
• 24/7 Specialized Support Team: A unit within AXA Partners trained to handle sensitive domestic violence cases with discretion and care.
• Legal and Psychological Aid: Through Juridica, AXA’s legal subsidiary, victims receive counseling, legal advice, and financial guidance from professionals trained specifically in cases of abuse.

‘Three Words’ Campaign – Raising Awareness Through Powerful Storytelling

To bring visibility to this life-changing initiative, AXA and Publicis Conseil launched a nationwide awareness campaign under the banner “Three Words.” These three words—“and domestic violence”—are now a part of AXA’s home insurance guarantee.

The campaign spans:

• Television Commercials: Aired nationwide over a three-week period.
• Billboards and Print Ads: Prominent placements across France to catch attention and spark dialogue.
• Digital and Social Media: Engaging content aimed at spreading awareness and driving social conversation.
• Educational Videos: A two-minute explainer to help victims and their loved ones understand the available support and how to access it.
• Documentary Film: Directed by Marjory Dejardin and Sarah Barukh, the film follows real-world victim journeys, from the moment they contact AXA to their safe relocation, providing a raw, unfiltered view into the support system at work.

A Model for Global Impact

While currently implemented in France, AXA is considering expanding this initiative globally, signaling a shift in how insurers can take a more proactive, human-centered approach to policy coverage. By acknowledging domestic violence as an emergency risk, the company is setting a new standard for corporate social responsibility in the insurance sector.

Why This Matters for the Advertising and Marketing World

AXA’s “Three Words” campaign is not just a breakthrough in social policy—it’s a masterclass in purpose-driven branding. It proves that meaningful action, backed by powerful storytelling, can not only change lives but also reshape industries.

This campaign hits all the right marks for impactful advertising:

• Authentic purpose that aligns with brand values.
• Integrated media strategy across traditional and digital platforms.
• Clear, emotional messaging that drives awareness and action.
• Strong narrative storytelling that invites empathy and understanding.

Conclusion: A Small Change That Saves Lives

In just three words, AXA has rewritten what it means to protect a home. By including “and domestic violence” in their insurance policies, they’ve transformed the concept of security and safety into something far more real, urgent, and compassionate.

This initiative is a poignant reminder that creative marketing can be more than just clever messaging—it can be a force for genuine, structural change. AXA’s campaign is not only a triumph of communication but also a call to other brands to think boldly, act bravely, and lead with humanity.

Credits
Brand: AXA France
Agency: Publicis Conseil

This campaign is about:
Domestic violence support, AXA Three Words campaign, Purpose-driven marketing, Creative advertising campaigns, Insurance policy for domestic violence, Domestic violence, Social impact marketing, Three Words.

In Unquiet Voices, a 40-minute film created by Cheil Centrade on behalf of Romanian charity ANAIS, scenes from seven different silent films are intertwined with narratives of romances that became nightmares for women.

It is estimated that every 30 seconds, a Romanian woman becomes a victim of domestic abuse, but very few are empowered talk about their experience. The idea of Unquiet Voices is to reveal the almost unnoticed portrayal of violence against women in films and how men copy this wrong behaviour in real life.

ANAIS, which supports domestic violence victims, wanted to undo the wrong. With the loss of copyright of dozens of these silent movies on January 1 2019, ANAIS wondered if they could be turned into an empowering cinematographic product for the next generation?

The real-life stories brought to life in the movie show different types of abuse, from psychological to economic. sexual, and even attempted murder. The movie talks about physically assaulted women who are left breathless on the floor, men who should be in jail but are walking freely, and children witnessing tragedies.

The footage from each movie chapter was taken from seven different silent movies, then rearranged to fit the real stories of victims, whose voices are recorded over the footage to finally unsilence every violent scene.

Ioana Zamfir, Creative Director, Cheil Centrade, said: “The film industry has to promote the right values and it’s a shame that old movies had to actually lose their copyright in order for women to hope to regain theirs. But we hope it won’t take another 100 years for us to support victims of domestic abuse, as a society. I believe that, through a simple but incredibly moving voice dub, we created an empowering entertainment product that can shape the next generation of women for the better.”

The campaign launches with an online platform where women can watch the full stories and record their own story of abuse. It is being screened in cinemas across Romania, projected in art galleries and introduced as educational material in schools, colleges and even in the Romanian law courts. Together with an inspirational purpose in mind, Unquiet Voices also aims to raise funds to help keep the only shelter for domestic violence victims in Romania open.

Carmen Nemes, President, Anais Association, said: “The first step in recovering from abuse is to actually talk about it. These are stories of brave women who dared for their words to speak loud and to move us all. We hope more women going through similar situations will follow. We also hope that the campaign will raise the funds we need to help and support them going forward.”

Movies used in the campaign

1. A Woman of Paris, directed by Charlie Chaplin – 1923
2. Our Hospitality, directed by Buster Keaton and John G. Blystone – 1923
3. Flaming Youth, directed by John Francis Dillon- 1923
4. Safety Last!, directed by Fred C. Newmeyer and Sam Taylor- 1923
5. Souls for Sale, directed by Rupert Hughes- 1923
6. Where the North Begins, directed by Chester M. Franklin- 1923
7. Scaramouche, directed by Rex Ingram- 1923

Credits
Brand: Anais Association
Campaign: Unquiet Voices
Advertising Agency: Cheil Centrade, Romania
COO South East Europe: Mona Opran
Creative Director: Ioana Zamfir
Group Creative Director: Adina Stanescu
Group Creative Director: Roxana Nita
Head of AV Production: Monica Garbur
Account Director: Ileana Ghita
Head of Digital Development: Paula Stan
Web Development: Atelieru de Internet
Production House: Studio Set
Artistic Direction: Ioana Mischie

Tags:
Domestic Violence, Cheil Romania, Domestic violence victims, Latest Tech News, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Inspiring Short Films, Innovation, Charlie Chaplin, Flaming Youth, Souls for Sale, Romania, inspirational, Domestic Abuse, Cheil Centrade, Anais Association, NGO, Public Interest, Technology