Insurance/financial services company AXA has rolled out a campaign from agency Publicis Conseil in Paris, the first installment of which affirms that being a woman shouldn’t be a risk. Accounting for 50 percent of the world’s population, women are facing multiple risks fro health to business, sports to education. By talking about them, AXA looks to fight exclusion to ensure progress for all.
The campaign unfolds around this emotional film directed by Madeline Clayton via production house Grand Bazar. The film depicts familiar situations of women exposed to risks, from birth to adulthood. The film does not position women as victims nor as super women. It sets the record straight and asks us to think differently, putting forth an optimistic vision on the potential for progress.
Set to a cover of the song “Girls Just Want To Have Fun,” the spot is titled “Being a woman shouldn’t be a risk.”
