AXA launches mental health campaign with Liverpool FC

Integrated campaign consists of media spots across television, cinema, and press activities

AXA launches mental health campaign with Liverpool FC

Insurance News

By Duffie Osental

AXA has partnered with football giant Liverpool FC to launch its “Sharing Makes Us Stronger” mental health campaign.

The campaign, developed in collaboration with creative agency Fallon London, is aimed at empowering people to speak up about their mental health and is the first UK campaign since the insurer became a principal partner of Liverpool FC.

The inspiration behind the campaign is four individuals’ stories about how they experienced difficulties with their mental health and the relief that came from sharing these feelings. The integrated campaign consists of 30 and 60 second media spots which will run across television, cinema, video-on-demand, and press activities.

Sophie Bradley-Auckland, the captain of Liverpool FC Women, will appear in the campaign discussing her previous struggles with injuries and self-doubt, and highlighting how sharing these struggles enabled her to improve her mental and physical resilience.

“We want people to feel confident in sharing their thoughts and fears and feel that in doing so they are actively building their mental resilience,” said Karen Robson, head of marketing and communications at AXA UK. “Working with Fallon London, we were able to create a powerful advert that highlights the benefits of sharing, inspired by the real-life stories of three individuals and Liverpool FC Women’s Sophie Bradley-Auckland.”

As part of its partnership with the club, AXA also arranged for staff from the LFC Foundation, the official charity of Liverpool Football Club dedicated to creating opportunities for children and young people in the local community, to take part in a training course that discusses topics such as stigma and discrimination, as well as common mental health conditions such as depression and anxiety.

“We are thankful to AXA for supporting our work and the development of our team,” said Matt Parish, director of LFC Foundation. “The training provided helps to improve our offer to children and young people, now and in the future, as the impact and reach of the LFC Foundation continues to grow.”

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