Axa’s ‘Three Words’ Campaign Wins Prestigious Cannes Lions Grand Prix for Addressing Domestic Abuse
Table of Contents
- 1. Axa’s ‘Three Words’ Campaign Wins Prestigious Cannes Lions Grand Prix for Addressing Domestic Abuse
- 2. Recognition for Industry-Leading Innovation
- 3. The Power of ‘Three Words’
- 4. The Journey to Implementation
- 5. Global Impact of Domestic Violence
- 6. Comparing Home Insurance Policies
- 7. The Enduring Significance of Axa’s Initiative
- 8. Frequently Asked Questions About Axa’s ‘Three Words’ Initiative
- 9. How did AXA and Publicis Conseil’s winning campaign at Cannes demonstrate a pioneering approach to creativity?
- 10. AXA & Publicis Conseil Dominate at Cannes: Winning the Titanium grand Prix
- 11. Understanding the Cannes Titanium Grand Prix
- 12. Key Criteria for Titanium Lion Success
- 13. The Winning Campaign: A Deep Dive into Creativity
- 14. Strategic Elements
- 15. Creative Execution
- 16. The Impact on the Advertising Industry
- 17. Key Takeaways for Advertisers
Cannes, France – June 22, 2025 – Insurer Axa and agency publicis Conseil have been awarded the coveted Dan Wieden Titanium Grand Prix at Cannes Lions for their groundbreaking “three Words” campaign. This transformative initiative modifies home insurance policies to provide critical assistance to individuals escaping domestic abuse, setting a new benchmark in corporate social duty.
The “Three Words” campaign by Axa stood out as one of the most lauded efforts at this year’s Cannes Lions festival, previously securing Grand Prix awards in both the Direct and Creative business Conversion categories. publicis Conseil also earned the title of Agency of the Year at the prestigious event.
Recognition for Industry-Leading Innovation
The Titanium lions, renowned for recognizing pioneering work that propels the advertising industry forward, represent one of the highest honors in the field.From 187 submissions, only 18 were shortlisted this year, with Axa being among the mere four to receive a titanium Lion.
Publicis Conseil marks a historic milestone as the first French agency to win the Titanium Grand Prix in the award’s 22-year history. this victory further solidifies Publicis groupe’s recent success, highlighted by significant new business acquisitions, including Mars’ $1.7 billion media account.
The Power of ‘Three Words’
“Three Words” provides women facing domestic abuse with a pathway to freedom, according to Judy John, president of the Titanium jury and Global Chief Creative Officer of Edelman.In France, where home insurance is legally mandated, Axa expanded its policies to include “and domestic violence” as a valid reason for emergency relocation, previously limited to events like fire or flood.
Under this updated policy, victims can immediately relocate by contacting an emergency hotline and gain access to free legal, financial, and psychological support.This critical addition has been applied retroactively to all 2.5 million of Axa’s home insurance contracts.
axa has provided “the entire insurance industry a clear roadmap for reform,” John stated. “The decision to award it was instant and unanimous.”
The Journey to Implementation
Axa’s commitment to women’s support is longstanding, evidenced by the 2023 launch of its “being a Woman Shouldn’t Be a Risk” platform. The “Three Words” initiative was born from data revealing the rising incidence of domestic violence in France, where it is indeed the leading cause of injury for women, according to Agathe Bousquet, President of Leo and Publicis Groupe France.
“This was a powerful and systematic solution to a systemic and very large problem,” Bousquet explained.
While Axa CEO Thomas Buberl readily embraced the concept,its implementation required a challenging 16-month process,noted Marco Venturelli,CEO and CCO of Publicis Conseil and President and Global CCO of Leo.
The seemingly simple change necessitated overhauling core aspects of the insurance policies. Axa had to guarantee assistance even if a woman’s name was not on the contract and remove the requirement for proof of abuse, Venturelli explained.
Publicis Conseil initially presented “Three Words” at Cannes Lions last year as a beta test, winning gold in Innovation. This success encouraged Axa to officially launch the initiative, Venturelli added.
Launched in April 2025,”Three Words” is currently being introduced in Italy.Axa is also exploring its implementation in the U.K., Ireland, Spain, and Japan, according to Bousquet.
“It’s changing a category and pushes competition to do the same,” Venturelli said. “It’s part of the DNA of what insurance should do – protecting people.”
Global Impact of Domestic Violence
Domestic violence remains a pervasive issue worldwide. According to a 2024 United Nations report, nearly 1 in 3 women globally have experienced physical or sexual violence, mostly by an intimate partner. The “Three Words” campaign addresses this critical issue by providing a tangible escape route for victims.
If you or someone you know needs help, contact the National Domestic Violence Hotline at 800-799-7233 or visit TheHotline.org.
Comparing Home Insurance Policies
Here’s a look at how Axa’s policy change compares to standard home insurance policies:
| Feature | Standard home Insurance | axa’s ‘Three Words’ Policy |
|---|---|---|
| Emergency Relocation | Covers fire, flood, natural disasters | Covers fire, flood, natural disasters, and domestic violence |
| Support Services | Limited to property damage | Includes legal, financial, and psychological support for victims |
| Proof Requirement | Requires proof of damage to property | no proof of domestic violence required for initial relocation |
| Contract Requirement | Policyholder name must be on contract | Assistance provided even if victim’s name is not on the contract |
What other innovative ways can insurance companies address societal issues?
How can governments support and expand initiatives like Axa’s “Three Words” campaign?
The Enduring Significance of Axa’s Initiative
Axa’s “Three Words” campaign represents a paradigm shift in the insurance industry, demonstrating how existing infrastructures can be leveraged to address urgent social problems. by integrating support for domestic violence victims into standard home insurance policies, Axa has created a sustainable, accessible, and impactful solution.
This initiative not only provides immediate relief to those in need but also sets a precedent for other corporations to adopt similar socially responsible practices. The recognition at Cannes Lions underscores the importance of innovative approaches that prioritize human welfare and contribute to a more just and equitable society.
Frequently Asked Questions About Axa’s ‘Three Words’ Initiative
- What is the ‘Three Words’ campaign?
- The ‘Three Words’ campaign is an initiative by axa to include domestic violence as a valid reason for emergency relocation in their home insurance policies.
- How does the home insurance policy help domestic violence victims?
- The home insurance policy provides immediate relocation,legal support,financial assistance,and psychological counseling to victims of domestic violence.
- Where has Axa implemented the ‘Three Words’ campaign?
- Axa initially implemented the ‘Three Words’ campaign in France and is currently rolling it out in Italy, with plans to expand to other countries.
- What kind of support is offered through the Axa initiative?
- The Axa initiative offers legal support, financial assistance, and psychological counseling, in addition to emergency relocation.
- why is this home insurance initiative significant?
- This home insurance initiative is critically important as it provides a practical and immediate solution to help victims escape abusive situations.
Share this article and let us know your thoughts in the comments below. How can other industries adapt this model to address social issues?
How did AXA and Publicis Conseil’s winning campaign at Cannes demonstrate a pioneering approach to creativity?
AXA & Publicis Conseil Dominate at Cannes: Winning the Titanium grand Prix
The advertising world buzzed with excitement as AXA and Publicis Conseil clinched the coveted Titanium Grand Prix at the Cannes Lions International Festival of Creativity. This award, recognizing groundbreaking innovation and transformative ideas, highlights the power of collaboration and visionary thinking in the advertising industry. This article dives deep into their winning campaign, the creative strategies employed, and the profound impact of this victory.
Understanding the Cannes Titanium Grand Prix
The Cannes Titanium Lions, a prestigious award, goes to ideas that represent a new direction for the industry. It celebrates not just creative excellence,but also innovation and disruption. Winning this award signifies that a campaign is poised to shape the future of advertising. The Titanium Grand Prix isn’t just about a accomplished campaign; it’s a statement about the potential of creativity to drive change.
Key Criteria for Titanium Lion Success
The judges look for campaigns that:
- Demonstrate a pioneering approach to creativity.
- Utilize innovative technology or methodology.
- Push boundaries and challenge conventions.
- Have a notable and demonstrable impact.
The Winning Campaign: A Deep Dive into Creativity
While the specific campaign details are unavailable with the provided context, understanding the core elements of the winning work offers valuable insights. A successful campaign usually encompasses a strategic approach and clever execution.
Strategic Elements
Consider the following elements commonly found in award-winning campaigns:
- Target Audience Insights: Deep understanding of the target audience’s needs, behaviors, and pain points.
- Clear Objectives: Well-defined campaign goals, weather it’s brand awareness, customer engagement, or driving sales.
- Brand Alignment: Authenticity and a strong brand voice that genuinely connect with the audience, maintaining AXA’s long standing commitment to innovation and customer centricity.
Creative Execution
Crafted storytelling, visually striking elements, and innovative channels are usually employed.
- Compelling Narrative: An engaging story that resonates emotionally with the audience.
- Innovative Technology: Integrated technology (e.g., AR, VR, AI) to enhance user experience.
- Multi-Channel Approach: Leveraging digital, print, social media, and other channels for maximum reach and impact.
The Impact on the Advertising Industry
The AXA and Publicis Conseil win will likely have a significant influence, setting a new standard for advertising excellence. Their success showcases the impact of merging a strong brand with innovative creative strategies.
Key Takeaways for Advertisers
- embrace Innovation: Experiment with new technologies and approaches.
- Focus on the Customer: Put the audience at the heart of your strategy.
- Foster Collaboration: Encourage teamwork and open interaction.
- Prioritize Creativity: Strive for original and impactful campaigns.
| Aspect | Impact |
|---|---|
| Brand Reputation | Enhanced credibility and prestige |
| Industry Trends | setting new benchmarks for innovation |
| Client Strategy | Highlighting the value of impactful campaigns |
| Creative Partnerships | demonstrating the value of agency & client collaboration |
This win is a testament to the power of vision, showing the possibilities when clients, agencies, and creative talent align. The campaign will likely become a case study inspiring the next generation of advertisers.
