THE CRUCIAL ISSUE OF DOMESTIC VIOLENCE IN FRANCE: Police records show that, on average, 210,000 women are victims of physical, sexual, and/or psychological violence committed by a spouse each year.

However, NGOs estimate that the actual number revolves around one million victims. In 2024 in France, 136 women were killed by their partner, and 773 took their own lives as a result of harassment by their partner.

THE SIGNIFICANT LACK OF RESOURCES TO HELP WOMEN ESCAPE VIOLENCE: Public services, the emergency number 3919 for domestic violence, and NGOs are unable to meet the volume of emergency relocation requests. 77% of calls to 3919 (national helpline) mention the need for emergency relocation but there is a shortage of spaces: only 10,185 emergency shelter places are available when an estimated 35,000 are needed.

THE LEGITIMACY OF THE BRAND TO ENGAGE ON THIS ISSUE: AXA launched in 2023 the global platform "Being a woman shouldn’t be a risk" to address all risks that disproportionately affect women (professional, financial, health-related, etc.).

And in France, where AXA is the leading insurance company, AXA has been committed to combating domestic violence for 10 years, with its non-profit ‘AXA Entraide’ and ‘Elle’s Angels’, its legal division that provides free legal protection to women victims of domestic violence and their children.

A critical place: the home.

Home is the most dangerous place for women, according to the UN. This is where one in five women will experience domestic violence during their lifetime. When a risk is this widespread, shouldn’t it be covered by home insurance?

The tipping point: leaving. The moment a victim decides to leave the abuser is the most dangerous point in an abusive relationship.

At that moment, one of the greatest barriers to escaping escalating violence is the lack of emergency relocation. 77% of calls to France’s domestic violence helpline (3919) request emergency relocation, but with too few shelters available, 40% of victims are left without help.

‘Three Words’, a life-saving clause in AXA’s home insurance contracts.

In France, every household must have a home insurance contract by law. Such contracts provide emergency relocation when a home becomes uninhabitable in the event of fire or flood, to which AXA adds 3 words: ‘and domestic violence’, to help women escape. When a victim calls the emergency number she is immediately relocated.

A driver picks her up and takes her to a safe shelter (secured hotel) together with any children. She also receives free psychological, legal and financial support, to help her find long-term solutions. This clause has been included in all AXA home insurance contracts, with retroactive effect.

EARNED REACH & ENGAGEMENT:

Three Words sparked a national debate on domestic violence and the need for more inclusive insurance coverage. It generated 279M earned impressions: 41M via TV/radio, 210M press, and 28M in organic reach driven by survivors and NGOs - with 176,000 social engagements.

BUSINESS IMPACT: - The campaign drove 135K visits to the Home Insurance landing-page in one month (321% traffic increase compared to a typical campaign). - Resulting in +9% uplift in new contracts in the first month (367% above target). - Beyond short-term results, AXA changed how people choose home insurance: as AXA reached 67% brand consideration vs. 43% market norm. Not just because they may need emergency relocation one day, but because choosing a contract that supports domestic violence survivors feels right.

BRAND IMPACT: AXA moved from #2 to #1 in brand consideration. 63% said it improved their image of AXA (+33pts vs. Ipsos category norm). 39% would recommend AXA home insurance to someone close to them.

PEOPLE IMPACT: 2.5M contracts updated 539 people supported to date (first five months)

CULTURAL IMPACT: 86% now believe this clause should become an industry standard