AXA Singapore has launched the #AXAEpic5ForGood challenge to encourage Singaporeans to come together to give back to the community.
Through the challenge, AXA also seeks to reinforce the impact of individual actions for the collective good, it said in a statement.
From July 12 to August 16, AXA is inviting the Singaporean public to share creative photos and videos of themselves doing a high five on Instagram, with the hashtag #AXAEpic5ForGood, and five friends tagged in the post.
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Marking the 50th anniversary of its presence in Singapore, AXA will donate an initial amount of SG$10,000 to its long-time corporate responsibility partners – Singapore Cancer Society (SCS) and SportCares. Each high five photo or video posted will be matched by AXA with a SG$5 donation, up to SG$50,000.
“Giving back to the community is part of AXA’s DNA, and we embed corporate responsibility into our business strategy to ensure its sustainability, longevity and continued focus,” said Jean Drouffe, CEO of AXA Singapore. “As we reaffirm our commitment to this community, the national conversation around fostering a community of care and contribution resonates with us. Beyond supporting our corporate responsibility partners financially, we hope to also bring the community on this journey of care with us. Through the simple action of a high five, we hope to remind Singaporeans to connect with those around them and demonstrate care and support for other members of the community.”