Marketing Featured East Asia

AXA to be activation partner of WWF-Hong Kong for Earth Hour 2022

Hong Kong — Insurance provider AXA in Hong Kong and Macau has announced their partnership with WWF-Hong Kong to support Earth Hour 2022 as the sole activation partner, the highest level of sponsor, in Hong Kong. AXA will join forces with millions of people around the globe in an effort to support a greener Earth, and tackle the issue of climate change and the loss of biodiversity.

AXA will echo this year’s Earth Hour theme of ‘Habits Protect Habitats’ with a series of education and promotion activities beyond Earth Hour. These include online green challenge for families, educational webinars, school programmes on biodiversity through board games, eco-guided tours, volunteering in wetlands among others, to encourage their staff, financial consultants, customers and the community to take actions to protect nature, with a focus on wetlands which provide essential ecosystem services to wildlife and human beings by being nature-based solutions to environmental issues.

AXA will also be launching promotions over different channels to encourage individuals, schools, and corporates in Hong Kong to pledge to build habits on protecting natural habitats.

Sally Wan, chief executive officer of AXA Greater China, said that at AXA, their purpose is to act for human progress by protecting what matters. Wan added that AXA Group has been at the forefront of the fight against climate change. She continued by saying that in 2020, AXA announced sustaining its strong climate leadership as one of the five key strategic pillars.

“As one of the global insurance leaders, AXA hopes our support as activation partner and the highest level of the corporate sponsor will help maximise the impact of Earth Hour, the world’s biggest environment protection movement. We encourage all members of the public to make a pledge to set nature on the path to recovery and create a healthier, more sustainable and resilient world for our next generations together,” Wan said.

The one-hour lights-off event for Earth Hour will start at 8:30 on the evening of March 26 2022, preceded by an online count-down ceremony.

Marketing Featured Southeast Asia

AXA Insurance SG sheds light on the realities of pregnancy on new short film

Singapore – Insurance company AXA has released a short film, titled ‘Pam’s ‘Perfect’ Life: A Bumpy Ride’, which presents the realities of mothers’ pregnancy journey. , This comes after the recent launch of AXA EmpoweredMum, which is Singapore’s first prenatal plan.

In the short film, the viewers are taken to the journey of pregnancy through main character Pam. In the film, the progress and milestones of pregnancy are initially narrated from an idealistic view, which is then broken by her own practical and honest account about the realities of pregnancy, putting to light its hardships that are not often known by others. 

“Life is full of interruptions. What’s important is to be prepared for tough times so we can ensure a better life for ourselves and for our child,” said the film. 

AXA said the ad aims to portray a realistic description of the pregnant life and to raise awareness on the importance of long-term financial planning in raising a family.

AXA’s first prenatal plan provides an early delivery by cesarean section benefit for mothers and a free first-year health insurance cover for newborns.

Marketing Featured Southeast Asia

AXA Insurance SG just launched a complete virtual hug generator that you can post on social media

Singapore – Amid a cemented social distancing practice among communities, insurance company AXA has just launched a virtual hug creator that enables people to craft the perfect virtual hug – from the design of the hug to the sweet, touching message that people want to send to their loved ones. 

Dubbed as the #AXAHugsForGood challenge, the initiative is with longstanding corporate responsibility partners Singapore Cancer Society (SCS) and SportCares, where for every virtual hug sent, S$5 will be donated to the said partners. 

Up until 31 December 2020, individuals in Singapore are invited to join the challenge via

On the website, users need to hit the ‘Create your hug now’ button to get started. From a wide selection of ‘hug’ GIFs, users have the option to choose which they want to send, whether a GIF showing a hug between two or three people, or GIFs of hugging animal characters, with designs also available in sporty, festive, and fun themes. 

Once a ‘hug’ is selected, AXA assists with crafting the perfect message you want to say to your loved ones. On the website, users can choose from ready-made ‘messages,’ and ‘reminders.’ AXA has prepared messages such as “It’s been a while, hope you’re doing alright,” “Just wanted to say ‘You’re awesome!’” and “Thanks for working late on the project!” Senders can also put additional ‘reminders,’ choosing from caring phrases such as “Take care and stay safe!” and “Have a good night’s sleep!”

Before finally sharing to social media, users can review their hug, with the new hug now bearing their chosen messages. The hug can be shared to numerous social media channels such as on Facebook, Instagram, and LinkedIn, among others, with an option as well to send to Zoom and Microsoft teams. 

This is the fourth edition of the AXA ‘For Good’ challenge with SCS and SportCares, which is designed to engage the community in doing good together and to foster a spirit of solidarity in Singapore. Challenges in the previous years involved doing burpees and bounce exercises with a message to engage in a healthy lifestyle and to “bounce” back from adversity. 

CEO Jean Drouffe said that through such social media engagement, AXA wants to show that its support for customers remains steadfast during this challenging time. 

“We recognize that the implications of the pandemic across our society are far-reaching, affecting the livelihoods and physical and mental well-being of many,” Drouffe said. 

He added, “Through #AXAHugsForGood, we hope to spread care and words of encouragement across Singapore with every virtual hug sent. Social distancing is likely to remain in place for some time, but there are ways we can connect with one another even from afar. The simple act of a hug, even a virtual one, can bring comfort and brighten someone’s day.”