Global CSR Campaign for AXA Insurance
Most people know the basics of first aid, but when faced with a real emergency, hesitation often takes over. The First Aid Campaign by AXA Insurance is here to change that. This global initiative reminds everyone that they have the inner strength and ability to help others, no matter who they are or where they come from.
Synopsis: The Critical 7 Minutes
Every second counts in an emergency. The average ambulance arrival time is 7 minutes, but irreversible brain damage can occur after just 4. This means the first responder’s actions—no matter how small—can make the ultimate difference.
Unfortunately, many bystanders wait for help instead of taking action. AXA’s campaign tackles this challenge head-on, encouraging everyone to step up and start CPR immediately.
Overcoming Barriers to Action
Why do so many hesitate to help? The reasons are varied:
- Fear of doing harm.
- Worries about legal consequences.
- Simple shyness or lack of confidence.
AXA’s campaign delivers a powerful message: Doing something is always better than doing nothing. The campaign empowers people to overcome their fears and embrace the courage needed to save lives.
The Team Behind the Impact
This ambitious campaign brought together top talent to create an inspiring, action-driven message:
- Client: AXA Insurance
- Agency: Saatchi & Saatchi IS
- Production House: Dobro
- Postproduction: Platige Image
Key Creatives:
- Creative Director: Danuta Nierada
- Copywriter: Krzysztof Nienaltowski
- Art Director: Fryderyk Klyszcz
- Strategy Team: Dominika Sztejnert, Filip Beźnicki, Grzegorz Klebański
- Client Service: Karolina Pisarek, Monika Niechajewicz, Magdalena Stryjewska, Hanna Horalska
Film Production:
- Director: Simon Ellis
- DOP: David Procter
- Producer: Armelle Soudron
Outcome: Inspiring Change
The campaign’s message is clear and universal: whoever you are, you can make a difference. AXA’s initiative not only raises awareness but also inspires action, encouraging people to take the first step toward saving lives.
Are you ready to be a hero? Watch the campaign here: Vimeo