A campaign to transform people's fears into life-changing motivation, while taking AXA from ‘bill payer’ to ‘wellbeing partner’.

The Challenge: To help AXA PPP healthcare move away from simply being “the one who pays the bills when things go wrong” to being a “proactive wellbeing partner”.

The Idea: We created a platform for people take ownership over their fears by turning them into the motivation they needed to live a healthier life.

Our expert-lead panels debated the various aspects of exercising, eating better and increasing mindfulness; then they helped AXA PPP healthcare develop an online platform that the public could use to identify and talk about their fears.

Why? Because the more people seen to be facing their fears, the less afraid others were to do the same. This activity was backed up with a range of incentives provided by AXA, offering free gym access and other wellbeing rewards to help our audience truly take ownership over their fears…