Direct Insurance 2025
AXA
Insight
Home is the most dangerous place for women, but those in danger have nowhere to go.
Idea
A new insurance policy that provides a safe home for women fleeing domestic violence.
Execution
An integrated campaign around three words "I need help".
Notes
Sometimes changing perception requires a big business transformation. I will say using a cover of Girls Just Want To Have Fun for the case study feels like an off choice.