AXA “protects what matters” with financial abuse awareness campaign

AXA UK has launched a campaign which aims to raise awareness of financial abuse through multiple channels.

The out-of-home campaign uses the metaphor of online translation tools like Google Translate to show how innocuous everyday language can mask financial abuse.

This is backed by a PR campaign drawing on a survey of 2000 UK adults, which shows the limited awareness of

AXA’s UK and Ireland CEO Tara Foley said that the tie-in with women’s charities links to AXA’s broader brand positioning of “protecting what matters”.

“Financial abuse often hides in plain sight, but even some of the most obvious signs can be hard to see,” she said. “We want to empower everyone to recognise the signs and help them find the words to seek help when they need it most.”