Three Words
AXA2025
Three Words is a 2025 business action and campaign for AXA, created by Publicis Conseil, Paris.
The line
...and domestic violence.
Why it works
Three words added to an insurance contract gave people a way out of an abusive home. French home-insurance policies already paid for emergency rehousing when fire or flood made a home unlivable; in April 2025 AXA France extended that promise with the words "and domestic violence". A policyholder who calls the emergency line is driven, with any children, to a secure hotel and offered free legal, psychological and financial support. According to the award entry, the clause went into all of AXA's 2.5 million home contracts, retroactively; 1,292 people were helped in its first ten months and new contracts rose by about 9%. It is studied because the advertising announced a change to the product itself: the insurer pointed the rehousing system it already ran for disasters at a social problem, then told the whole country. At Cannes Lions 2025 it won the Direct, Creative Business Transformation and Titanium Grands Prix, and AXA was named Creative Brand of the Year.
Techniques
- Purpose and cause Extends the emergency rehousing already promised after fires and floods to victims of domestic violence, so the product change itself carries the message.
Sources · 4
- Final Lion winners announced for Film, Dan Wieden Titanium, Glass: The Lion for Change, Sustainable Development Goals, Grand Prix for Good and Special Awards (Titanium Grand Prix)
- Lion winners announced for Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury, Brand Experience & Activation, Innovation, Creative Commerce
- AXA: Three Words
- AXA becomes Most Creative Brand of the Year at the Cannes Lions 2025
Updated
