AXA has unveiled a powerful new campaign aimed at encouraging women to stay active through the key turning points of life, such as puberty, motherhood, and menopause—phases where many women tend to abandon sport. Created in collaboration with Publicis Conseil and directed by Yupi Segura, the campaign reflects AXA’s broader mission: “Being a woman should not be a risk.”
Statistics continue to highlight the gender gap in sports participation. Girls are twice as likely as boys to drop out of sports during puberty, and nearly one in three women reports reduced physical activity after menopause. These life transitions, often accompanied by social pressure or physical changes, have become significant barriers to long-term engagement in sports.
To tackle this issue head-on, AXA’s campaign is structured around two major pillars. The first celebrates the brand’s official partnership with the UEFA Women’s EURO 2025, one of the most prestigious tournaments in international women’s football. But rather than focus solely on elite athletes, the centerpiece film turns the spotlight on everyday women—the unsung heroes who continue to show up, kick through adversity, and embrace physical activity no matter the life stage or circumstance.
“It’s about honoring all the women who keep on kicking—on and off the field,” explains a spokesperson from AXA. “Sport is more than performance; it’s about persistence, resilience, and mental strength.”
The second arm of the campaign broadens the scope beyond football, calling on women in all sports to persevere. It features a series of short, relatable films made for social media, showcasing the personal stories of AXA ambassadors from different walks of life.
Among them are:
- Marie Höbinger, professional footballer at Liverpool FC
- Cat Burford, a British dentist and polar explorer
- Nuria Marques, a Paralympic swimmer from Spain
- Bengisu Avci, a long-distance swimmer from Turkey
Each ambassador shares her unique “Keep on kicking” moment, offering a message of encouragement and solidarity to women facing physical, emotional, or societal hurdles in staying active.
The campaign will roll out gradually across Switzerland, Germany, the United Kingdom, Spain, Italy, France, Hong Kong, and Turkey throughout the year, positioning AXA not only as a partner in sport, but as an advocate for women’s long-term wellbeing and empowerment.
By pushing this message beyond the stadiums and into everyday life, AXA reinforces its commitment to breaking taboos, challenging gender norms, and supporting women’s right to physical and mental health—at every stage of life.
