AXA “flips” perceptions of aging in new campaign

AXA has launched a new global brand campaign which seeks to reframe perceptions about demographic change.

Titled “Age shouldn’t be a risk”, the video seeks to show a more positive view of aging, showing older people running marathons, getting jobs, and positively contributing to society.

The goal is to position AXA as “the long-term partner for an inclusive, intergenerational society”.

The insurer said future editions of the platform will focus on other issues.

“Our new Global Brand Campaign takes on one of the defining anxieties of our time – demographic change – and flips it,” the firm said in a statement.

“Each chapter of our platform is designed to do more than advertise: it stakes a position on a major societal issue, drives a cultural conversation, and demonstrates that AXA’s role extends far beyond insurance.”