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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