Making every day extraordinary with AXA Health
OVERVIEW
AXA Health wanted to create an internal comms strategy to empower their employees and increase drive and motivation. It was time for them to step out of the shadow of their parent insurance company, AXA UK&I, and celebrate and recognise their existing talent whilst attracting new faces.
AGENCY
INDUSTRY
CLIENT
Healthcare
SCOPE
Creative Strategist
The Challenge
Project goals
Creating an internal comms campaign that inspires and delights AXA Health employees.
Celebrate AXA Health employees and encourage a culture of reward and recognition.
Differentiate AXA Health from AXA Insurance through a purpose-led campaign, highlighting AXA Health’s culture and values.
Show the passion, care, and hard work that goes working at into AXA Health.
Empower the AXA Health team to be proud of their identity and work.
Research & Understanding
Employees
AXA Health is known for having long working hours and challenging roles, whether in customer service, patient care, or medical. But no matter what their day-to-day looks like, every single employee at AXA Health is making a difference, whether they know it or not.
Insight
The bigger AXA UK&I becomes, the smaller AXA Health employees feel.
We needed to make employees feel important again, by highlighting the life-saving work they do on a daily basis. AXA Health’s prior brand campaign Feelgood Health campaign had helped shift customer perception. They wanted to do the same for prospective talent.
We needed to leverage the success of Feelgood Health to attract new talent and change people’s perceptions. And that’s what we did with Find Your Feelgood.
This first route led with the idea that ‘work-life balance’ is shortsighted, implying that work is bad and life is good; we lose ourselves in the heaviness of work but find ourselves in the lightness of life. We wanted to change this perception and show that work is as central a part of life as our health, family, and hobbies.
Rather than balancing the unbalanceable, we wanted to show that Feelgood exists in the AXA Health workplace just as much as it does in our lives.
The champions of Feelgood
Strategy
We knew that we needed to emphasise the healthy culture at AXA Health without being preachy, so we introduced the concept of stackable health: breaking down the concept of “health” into small, snackable wellbeing tips and tricks, delivered by AXA Health’s employees themselves.
Through bitesize, digestible case studies, interviews and tips and tricks, we got employees to express what it means for them to “feel good” at work: from feeling heard, building resilience, seeing positive change, solving a problem or knowing they’re making a difference. With the aim of being as inclusive as possible, we also leveraged AXA’s wellbeing experts to share Feelgood tips with employees, showing them how to maximise what they love about their day-to-day work.
We wanted to champion the unsung heroes of AXA Health and make them the faces of the campaign - living what it means to Feelgood, not just within themselves but in helping others too. Though their day-to-day work wasn’t as groundbreaking as discovering a new vaccine or reinventing the wheel, the impact they have on the AXA Health customers and the health of the business as a whole is far from ordinary. We elevated these individuals to superheroes through striking, iconic headshots and imaginative storytelling to capture the extraordinary in the ordinary day-to-day.
Their stories would also be told on AXA Health’s careers platform to inspire new potential talent.
Ready to stand out?
It all starts with a chat.