A groundbreaking campaign by global insurance giant AXA has won the top honor at the 2025 Cannes Lions International Festival of Creativity for redefining how insurance can respond to domestic violence. A leading evangelical voice on women's rights welcomed the initiative as a “good idea” and “needed” to protect women in vulnerable situations.

The campaign, titled “Three Words,” refers to the addition of the phrase “and domestic violence” to AXA’s home insurance policies in France. This simple but powerful change allows domestic abuse survivors to access emergency housing — similar to how insurance typically covers fire or flood damage. It marks the first time in France that domestic violence has been explicitly recognized as a risk in home insurance policies.

The initiative, developed with French advertising agency Publicis Conseil, won the Grand Prix in the prestigious Dan Wieden Titanium Lions category. The award recognizes creative work that drives industry innovation and real-world transformation. From 187 global entries, AXA’s campaign was one of just four awarded a Titanium Lion and was chosen for the Grand Prix by unanimous jury decision.

“This year’s Titanium Grand Prix didn’t just change insurance policies, it helped women literally escape domestic violence,” said jury president Judy John, Global Chief Creative Officer at Edelman. “These three simple words in a contract changed their lives, their outcomes, and an industry.”

“In all my years judging at Cannes Lions, I’ve never seen a jury align so completely, so quickly,” John added. “‘Three Words’ was that idea, and our decision was instant and unanimous.”

From contract to lifeline

According to the French Ministry of the Interior, 77 percent of calls to the national domestic violence hotline cite the urgent need for alternative housing. While domestic abuse cases reported to police reached more than 270,000 in 2023, the Women’s Foundation estimates the real number may exceed one million each year.

AXA’s new policy offers seven days of emergency housing, renewable if needed, for victims and their children. A specially trained 24/7 response unit within AXA secures safe and anonymous accommodation while considering factors like geographic distance and family size. The policy also provides legal, psychological, and financial assistance through AXA France’s legal subsidiary, Juridica.

“When a victim of domestic violence seeks help, it often coincides with a peak in danger,” the company explained in its announcement. “Acting quickly is crucial. This presents a challenge in victim support — and that’s where the insurer has a role to play.”

The support system is designed to function as an emergency safety net, allowing nonprofit organizations and social services to step in and provide long-term help once the immediate danger is addressed.

To accompany the rollout, AXA launched a national media campaign — including TV commercials, billboards, press, digital, and social media — to raise awareness among the public and potential victims. A two-minute explainer video and a short documentary by Marjory Dejardin and Sarah Barukh walk viewers through the victim support process, making the service more accessible and better understood.

Christian leader backs initiative

Amanda Jackson, Senior Advisor on Diversity for the World Evangelical Alliance (WEA) and former head of the WEA Women’s Commission, welcomed the campaign as a creative and much-needed approach to a pressing global issue.

“What a good idea to have insurance against domestic violence,” Jackson, who also co-founded the Christian Network to End Domestic Abuse (CNEDA), told Christian Daily International. “It’s so sad that it’s needed but one of the ways abusers maintain power is through financial control. This means women (and it’s mostly women) and their children are extremely vulnerable when they are trying to make decisions about basic safety.”

“If the survivors can access the insurance promptly,” she added, “it might be a great help to families who often face financial stress when they flee abuse.”

Notably, domestic violence is not only a secular issue; it also exists within Christian families. Churches and faith-based organizations have a role to play in breaking the silence.

A growing movement

While the “Three Words” campaign has so far been implemented in France, AXA is exploring expansion into other countries. In the United Kingdom, the company has launched a parallel initiative through AXA Retail, in collaboration with the charities Women’s Aid and Smart Works.

The UK program offers support for AXA home and car insurance clients affected by domestic abuse. Services include assistance with changing policies, securing housing, financial and legal support, and employment readiness through coaching and professional clothing.

“With so many people across the UK affected by domestic abuse, it became clear there was a need to provide support in this area,” said Alain Zweibrucker, CEO at AXA Retail. “Working with Smart Works and Women’s Aid is the first step in our commitment to supporting those affected.”

According to AXA, 2.3 million adults experienced domestic abuse in England and Wales in 2024, yet only one in ten women and one in ten children were able to access refuge or community-based services.

“We know how important it is that survivors of domestic abuse receive the right support the first time they ask for it,” said Nikki Bradley, MBE, Director of Services at Women’s Aid. “This vital collaboration will enable survivors to rebuild their lives and gain the independence that is so often taken by perpetrators of abuse.”

Anna Hemmings, CEO of Smart Works, added that “finding a job is often a vital step towards financial independence, and we’re proud to offer this support in person or online.”