AXA Mansard launches ‘Culture of Care’ pan-African campaign

AXA Mansard has launched its maiden pan-African brand campaign in Nigeria, titled ‘Culture of Care’. The initiative aims to deepen insurance penetration by connecting formal financial protection solutions with traditional societal values of community support and empathy.

During the unveiling in Lagos, Chief Marketing Officer Adebola Surakat noted that the campaign celebrates everyday caregivers and acknowledges the historical role of informal care structures, such as family sacrifices and traditional savings systems like Ajo and Esusu, in sustaining Nigerian society. The campaign utilizes a 60-second film that blends animation and live-action storytelling to communicate the brand’s values of protection and sacrifice.

CEO Kunle Ahmed emphasized that the strategic movement seeks to reignite shared values around community protection, positioning human empathy as the foundation for the company’s insurance offerings.