Axa Releases 'three Words' Campaign

In France, domestic violence is on the rise. The number of domestic violence victims reported to police stations has doubled between 2016 and 2023, rising from over 124 000 to more than 270 000* And these are only the reported cases. According to the Women's Foundation (Fondation des Femmes), the actual number of victims is estimated to be closer to 1 million each year, says AXA.

According to the French Ministry of the Interior, 77% of calls to 3919 (a national helpline for domestic violence) mention the urgent need to find alternative housing.

AXA says many factors can prevent a woman from leaving a violent household. However, one of the main barriers to leaving for victims of domestic violence is the lack of rehousing solutions, which forces them to remain in their homes. Indeed, victims of domestic violence are often isolated from family and friends and placed under financial control by their abusive partner. As a result, they are left without resources, support, or anywhere to go.

AXA Steps In to Provide Emergency Housing Relocation

When a victim of domestic violence seeks help, it often coincides with a peak in danger, an escalation of violence. Acting quickly is crucial. This presents a challenge in victim support, and that's where the insurer has a role to play. Insurers specialise in emergency rehousing in the event of a disaster, such as a fire or flood. They have assistance systems in place to rehouse a family within 24 hours in an equivalent accommodation. With its expertise, the insurer can provide rapid assistance, ensuring that the victim and their children are safely relocated, says the company. 

AXA says it steps in during this critical emergency window to help women land on their feet, allowing nonprofit organisations to take over and provide long-term support.

As part of its ongoing commitment to fighting domestic violence, AXA France says it is now introducing two new guarantees in its home insurance policies: 

• legal, psychological and financial support, provided by Juridica, AXA France's legal protection subsidiary, through a team of 50 lawyers trained to assist victims of violence, and 
• emergency rehousing coverage for a period of seven days (renewable) for the victim and their children, giving them the time and security needed to take essential steps and find a long-term housing solution.

AXA says this new support system is built on:

A dedicated legal assistance helpline, available Monday to Friday from 09:30 to 19:00, to provide victims with guidance on their rights and assess their potential need for emergency housing relocation.

A specialised unit for domestic violence victims within AXA Partners, an entity focused on everyday assistance, available 24 / 7. This team is responsible for securing safe and suitable accommodation (hotel or trusted third party) while ensuring anonymity, security guarantees, geographic considerations and family needs (e.g., number of children). They also arrange transportation to the chosen location.

Large-Scale Communication Campaign

To raise awareness of this new support system, AXA says it has launched a large-scale communication campaign (TV, national billboards, social media) designed and led by Publicis Conseil. The campaign centres around the addition of 'three words' to insurance policies — "and domestic violence" — which will make all the difference.

The company says A TV commercial will run for three weeks, supported by a national billboard campaign, as well as press, digital and social media coverage.

A 2-minute educational video explaining the initiative and detailing the victim support process behind AXA's new guarantee is released online. This video is designed not only for victims but also for their loved ones, who may use it to inform and support them, says AXA. 

A short documentary, directed by Marjory Dejardin in collaboration with Sarah Barukh, takes an immersive, on-the-ground approach. It follows the entire victim support process from the moment they reach out to AXA, highlighting the efforts of those working to help them, adds the company. 

After a launch in France, the AXA Group says it is considering expansion into other countries.

Agathe Bousquet, President of Publicis Groupe France, says, "Victims of domestic violence are often isolated from their family and friends by their abusive partner. As a result, they may feel like they have no way out. When an insurer like AXA includes emergency rehousing in its home insurance policies and communicates about it in national media, it sends a powerful message: 'You are not alone, solutions exist and you can ask for help.'"

Guillaume Borie, CEO of AXA France, concludes, "Protecting our policyholders from the risks they face is our core responsibility, and providing emergency rehousing in cases of flooding or fire is part of our mission. With this expertise and our long-standing commitment to working alongside associations and public authorities in the fight against violence against women, we are evolving our insurance policies to leverage our knowledge in rehousing and support services for victims of domestic violence." 

For more information, visit www.axa-in-france.fr. You can also follow AXA on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor