"Age shouldn’t be a risk"

Social cohesion is at the heart of your campaign “Age shouldn’t be a risk.” Why did you choose to focus on age, and how is this topic emblematic of today’s challenges around solidarity and social ties?

Demographic change is everywhere. It is reshaping our societies, our families and our workplaces, and it is a source of anxiety for many people, whatever their age. We talk a lot about ageing as a challenge, when it should also be an opportunity to strengthen bonds between generations and better value what each brings: the experience and knowledge of our elders, and the energy and agility of younger people.

For an insurer like AXA, social cohesion and collective solidarity are fundamental: they are what make protection for everyone possible. Yet the way we look at age and generations is still too often biased. Age is perceived as a weakness, a limit, even a risk in itself.

With “Age shouldn’t be a risk”, we want to challenge that perception: to show that age is part of human diversity, support between generations is a strength, progress can come from anywhere, and protection should follow people at every stage of their lives. The campaign features people of all ages engaged in meaningful projects, sometimes in places where they are not traditionally expected, but always supported by other generations. It is an invitation to see ageing no longer as a threat, but as a driver of collective progress.

This message is also reflected very concretely in our offerings. AXA supports its customers throughout their lives, for example with health prevention check‑ups from age 40, savings solutions tailored to different life stages, and home‑care support schemes for people who are losing autonomy. The core idea is simple: each age has its own needs, and AXA is there to meet them.

The LFC mini-documentary “Different ages. Same passion” shows different generations brought together by football. What does this story tell us about the way sport can create intergenerational connections, and how does it inspire AXA’s approach to supporting customers at every age of life?

With this film, we wanted to show, in a very concrete way, that age-related biases exist everywhere, but that they can be overcome when people meet and share something powerful. Football, and sport more broadly, is a remarkable arena for this: it brings together very diverse audiences, creates communities and shared emotions.

This content extends the brand campaign by drawing on our global partnership with Liverpool FC and its worldwide fan community. Two formats, one idea: connection between generations. In the documentary, we follow the journeys of Fu and Roy, two Liverpool supporters, as well as current and former players.

The long format allows us to follow their meeting, the relationship that develops, and to step into their everyday lives. As the story unfolds, we see that despite the difference in age, they have a great deal in common, and much to share and offer one another. It’s a very tangible illustration of our conviction: every age is the right age, in life and in our deepest passions.

And that is exactly how we want to support our customers: by giving them the confidence and the means to move forward, whether they are young professionals, parents, seniors or entrepreneurs… AXA stands by their side at every stage of life, with health, protection, savings and retirement solutions that evolve with them.

How do these platforms - “Age shouldn’t be a risk” and “Different ages. Same passion” - influence the way you tell AXA’s story in society? What would you like young people, seniors and families to take away from the brand’s overall message about intergenerational ties?

Every year, AXA chooses a major societal issue to reaffirm its commitment to building a safer, fairer and more inclusive society. “Age shouldn’t be a risk” is the third chapter of our global brand platform “Why should the future be a risk?”, after “Being a woman shouldn’t be a risk” and “Being self-employed shouldn’t be a risk”.

This third chapter says something profound about the way we see our role: we don’t just want to talk about protection in a narrow sense, but also about confidence, the ability to project oneself into the future, and everyone’s place in society. With “Age shouldn’t be a risk” and “Different ages. Same passion”, the message is clear: we need one another.

A society that values transmission, drive, experience and mutual support between generations is a society that is more resilient and more confident about the future.

What we would like young people, seniors and families to remember is that every age counts, every life stage has value, and AXA is there to accompany them along the way. Backed by our brand signature Know You Can, this campaign shows that AXA supports individuals, families and businesses across the world, giving them the confidence and the means to move forward - at every age, and at every stage of life. Because in our view, the future should never be a risk - and age even less so.