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By Amy Houston, Senior Reporter

July 26, 2023 | 2 min read

The ad from Axa doesn’t position women as victims or as superheroes; instead, it sets the record straight and encourages people to think differently.

This important campaign conveys that being a woman shouldn’t come with risk. Representing half of the world’s population, many women face multiple threats, from health to business, sports to education.

Shot by Madeline Clayton, the short film depicts typical situations from birth to adulthood. In one scene, viewers see a young girl comparing herself to others on social media, a student in a classroom nervously raising her hand to answer a question in a room with majority male peers, a woman feeling an abusive relationship and a pregnant business exec talking to her team.

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To coincide with the ad, there’s a print campaign shot by Peter Funch highlighting a striking statistic that only 33% of business owners are women.

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Axa

Credits

Agency: Publicis Conseil

Client: Axa Group

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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