Embodying its “Know You Can” brand signature, AXA announces today the launch of its new global brand campaign, with Hong Kong being the first market in Asia to activate a series of promotion.

The campaign brings to life AXA’s new Purpose, “Act for human progress by protecting what matters”, evolving the meaning of the brand’s promise from empowering an individual’s self-belief towards being an enabler of progress through collective and connected confidence. In doing so, it seeks to make the brand a trusted, reliable beacon for its stakeholders.

The current global pandemic has had a massive impact on the physical and mental health of people around the world, including in Asia, posing unprecedented disruptions to daily life. The new brand campaign is built around a message of optimism: “When you feel confident you can go far. When you feel protected by AXA you can go further.” Know You Can.

The importance of confidence in enabling progress reflects a sentiment that strongly resonates with the current situation, encouraging people to look beyond the crisis and project themselves into the future. At the heart of the campaign is a short film focused on AXA’s commitment to supporting its customers, small-to-medium enterprises and the wider community, giving them the confidence to move forward. This will be accompanied by a series of vignettes that further illustrate AXA’s efforts across its health, property and protection, and life and savings business lines.