AXA Adds Domestic Violence Support to Home Insurance in Powerful 'Three Words' Campaign
AXA, in collaboration with Publicis Conseil, has launched a powerful initiative in France that recognizes domestic violence as an insurable risk under its home insurance policies. The bold campaign, titled ‘Three Words’, adds a simple but transformative clause to policies: “and domestic violence.”
This change ensures that victims, especially women and children, can access emergency support, including rapid relocation, legal aid, and psychological guidance.
A Rising Crisis, A Timely Response
In France, domestic violence continues to surge. Between 2016 and 2023, police stations reported a doubling of victims. The Women’s Foundation estimates close to 1 million people face abuse annually. The Ministry of the Interior also confirms that 77% of calls to the national helpline (3919) involve urgent housing needs.
Often, victims are financially dependent, socially isolated, and afraid to leave due to a lack of safe alternatives. AXA is stepping into this crucial gap, when risk peaks and help must arrive fast.
From Natural Disasters to Human Crises: Rehousing Expertise Reimagined
Traditionally, insurers excel at handling emergencies like fires or floods. AXA has now extended this logistical expertise to protect domestic violence victims, helping relocate them: often within 24 hours, into secure, private accommodation.
This rapid intervention creates a critical window of safety, giving survivors breathing room to seek legal or social support without fear of immediate harm.
Two Key Guarantees Introduced by AXA France
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Legal + Emotional + Financial Support
Through Juridica, AXA’s legal protection subsidiary, trained lawyers offer legal advice, psychological counselling, and financial guidance tailored for victims.
Emergency Rehousing Coverage
Victims and their children can access 7-day emergency accommodation (renewable), enabling them to make informed decisions and explore longer-term solutions.
A System of Care Beyond Insurance
AXA’s initiative includes:
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A legal assistance helpline (Monday to Friday) that guides victims on rights and support options
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A 24/7 AXA Partners task force, dedicated to secure, discreet emergency relocation
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Transportation logistics, ensuring safe travel to the new location
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Consideration of family needs, including number of children, anonymity, geography, and emotional security
The 'Three Words' Campaign: From Policy to Purpose
To raise awareness, AXA and Publicis Conseil launched a multi-channel campaign featuring:
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A TV commercial airing for 3 weeks
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A nationwide billboard push, plus digital and press activation
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A 2-minute educational film explaining the initiative
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A short documentary by Marjory Dejardin and Sarah Barukh, showcasing a survivor’s journey through AXA’s support system
This campaign is not just about changing insurance: it’s about redefining what protection means in today’s world.
Beyond France: A Blueprint for Global Impact
After launching in France, AXA Group is exploring expansion of the program to other countries, potentially turning this into a global standard for responsible insurance.
By integrating support for domestic violence into its products, AXA is sending a clear message: care doesn’t stop at compensation: it starts with compassion.
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