AXA – Group Therapy (Global)
Used comedy as a bridge to tackle mental health stigma, turning laughter into an entry point for healing.
Submitted by Wavemaker | WPP Media
Winner’s Citation
PLATINUM in the 2025 Marketing Makes a World of Difference Awards.
With “Group Therapy,” AXA redefined what it means to care for mental health. By using comedy as a bridge between vulnerability and healing, the brand delivered a powerful, culturally relevant film that sparked global conversation, generated billions of impressions, and drove thousands daily to its Mind Health platform. AXA proved that when brands act with creativity and empathy, they can break stigmas, build trust, and make mental well-being a priority for millions.
How it Makes a World of Difference
AXA recognized that its responsibility extended beyond providing insurance to actively preventing health crises—particularly the growing epidemic of mental health challenges. With Group Therapy, AXA turned to the unexpected power of comedy to break down stigmas, foster open conversations, and encourage individuals to take proactive steps for their well-being. By blending humor with vulnerability, the initiative reframed how brands can contribute to mental health awareness on a global stage—showing that laughter can be an entry point to healing.
Jury Lens Evaluation
- Promise Becomes Action: AXA promised to care for people’s health and acted by shifting from risk coverage to prevention, delivering a film that destigmatized mental health.
- Trust: By championing mental well-being in such a human and relatable way, AXA strengthened its reputation as a brand genuinely invested in customer lives.
- Growth: The initiative built AXA’s credibility as a leader in the mind health space, enhancing brand health and positioning the insurer as socially responsible.
- Difference: By replacing a traditional ad campaign with an entertainment-quality film, AXA pioneered a new model for using media to address social issues while driving measurable engagement.
Results that Make a Difference
- 2.4 billion global impressions, demonstrating extraordinary scale and visibility.
- 2,000+ new users per day directed to the AXA Mind Health Self-Check platform.
- Recognition at multiple international film festivals, validating cultural and creative relevance.
- Reinforced AXA’s position as a caring, forward-thinking brand committed to prevention and well-being.
