AXA UK
TRANSLATING THE HIDDEN LANGUAGE OF FINANCIAL ABUSE
Financial abuse doesn't shout.
It hides in the phrases we hear every day.
THE CHALLENGE
2.3 million people experience domestic abuse in the UK each year, and financial abuse often keeps survivors trapped. AXA UK has trained its colleagues, with the help of Women's Aid, to spot the signs and offer support when it's needed, meaning the insurer hears what many others don't. The brief was to bring the hidden language of financial abuse into the open, so more people could spot the signs earlier and know where to turn for help.
THE APPROACH
Working as one team with Leo Burnett from brief to delivery, we built a multi-channel strategy designed to reach both the general public and AXA colleagues. The creative was simple but powerful: OOH translated everyday phrases perpetrators use into the truths of what's really happening underneath, exposing financial abuse hidden in plain sight. It ran across 91 geo-targeted sites in England and Scotland, with several close to AXA offices to reach colleagues directly.
Alongside OOH, we launched an earned media story anchored in research revealing the nation's lack of understanding around the warning signs of financial abuse, bolstered by expert commentary from AXA Health. Anna Williamson, a relationship coach with lived experience of financial abuse, joined as our celebrity partner, unlocking broadcast, print and social reach. Every touchpoint signposted AXA UK's dedicated support page.
THE IMPACT
What They Say, What We Hear positioned AXA UK as a credible, thought-leading voice on domestic abuse, showing up not just as an insurer but as a genuine ally to victims and survivors. The campaign generated widespread, high-impact coverage across national, regional, broadcast and trade media, with 100% positive sentiment across social and editorial, and organic advocacy from the public and industry alike praising the campaign and AXA's dedicated support page. Together, the multi-channel approach drove meaningful shifts in brand affinity and helped bring the hidden language of financial abuse into the mainstream conversation.
22M+
OOH impacts across 91 sites
44
pieces of earned coverage
113M+
total reach of earned coverage
17
broadcast interviews