French insurance giant AXA has launched an innovative initiative recognizing domestic violence as an insurable risk, partnering with Publicis Conseil for a powerful awareness campaign titled “Three Words.” The program addresses a critical gap in support services for abuse victims.
As domestic violence cases continue rising across France—with police reports doubling between 2016-2023 and actual victim numbers estimated near 1 million annually—AXA has responded by embedding crucial protections into standard home insurance policies.
The new coverage includes emergency rehousing assistance for up to seven renewable days, providing victims and their children crucial time to secure safety. Additionally, AXA’s legal protection subsidiary Juridica offers specialized support through 50 trained lawyers providing legal, psychological, and financial guidance.
“The most dangerous moment for victims is when they decide to leave,” notes the campaign, highlighting why immediate housing solutions are essential. AXA’s expertise in emergency accommodation following disasters positions them uniquely to provide rapid, confidential relocation services through their 24/7 specialized assistance unit.
The “Three Words” campaign demonstrates how adding “and domestic violence” to policy language creates meaningful change. Following its French launch via television, billboards, and digital platforms, AXA plans potential expansion to additional countries.
This initiative addresses a critical statistic from the French Ministry of Interior: 77% of calls to the national domestic violence helpline cite urgent housing needs as a primary concern.
