AXA Philippines received three recognitions at the 22nd Philippine Quill Awards, earning an Award of Excellence for its AllShield campaign and two Awards of Merit for its Mind Health and Health Always-On campaigns.
The wins recognize AXA Philippines’ efforts to make conversations around insurance protection, health, and mental well-being more relevant and accessible to Filipinos through human-centered storytelling and strategic communications.
Leading the recognitions was “AXA AllShield Campaign: Helping Family Champions Stay Protected, Secure, and ‘Wrapped in Love,’” which received an Award of Excellence under the Marketing, Advertising, and Brand Communication category.
Anchored on the idea “Wrapped in Love for ₱59/day,” the campaign positioned financial protection as an expression of care for loved ones. Through stories featuring breadwinners, parents, and family advocates, AXA Philippines made the value of life, accident, disability, and critical illness protection easier to understand and more emotionally relevant to Filipino families.
AXA Philippines also received an Award of Merit for “Making Mind Health Matter: Turning Research into Relevant Conversations,” its campaign for the 2025 AXA Mind Health Report.
The campaign translated global and local mental health findings into relatable Filipino stories and conversations through media relations, sports and entertainment partnerships, and digital content. It also encouraged greater awareness of practical tools such as AXA’s Mind Health Self-Check, helping move conversations from awareness toward action and support.
A second Award of Merit was given to “AXA Health KOL Campaign: Boosting Awareness Through Human-interest Stories,” which focused on making health insurance easier to understand through educational and relatable content.
Through influencer partnerships, podcasts, and brand collaborations, the campaign helped simplify the value propositions of AXA Health Start, AXA Health Care Access, and AXA Global Health Access for different consumer segments. It also delivered strong business outcomes, driving healthy conversion rates and contributing significantly to overall sales performance. The campaign further improved marketing efficiency, achieving a lower cost of acquisition compared with previous years.
For AXA Philippines, the three recognitions reflect a broader commitment to making insurance more meaningful by starting with the realities people face in their everyday lives.
“Insurance protection becomes more meaningful when people can see how it connects to their own lives, their health, and the people they care about,” said Nandy Villar, Chief Marketing Officer of AXA Philippines. “These recognitions affirm our commitment to communicate in ways that make financial security easier to understand and more relevant to Filipinos, while helping them take meaningful steps toward protecting what matters.”
Across its AllShield, Mind Health, and Health Always-On campaigns, AXA Philippines continues to bring its purpose to life by helping Filipinos better understand and prepare for risks affecting their health, families, and financial well-being. These awards highlighted AXA’s unique positioning as the one name for all insurance needs, with holistic protection and support through every life stage.
