AXA Mansard Insurance has launched a new 60 second campaign built around a fisherman’s folktale to promote its philosophy of putting people and their wellbeing at the centre of care and protection.
The campaign, titled “Culture of Care”, combines animation with live action to tell the story of Pere, a fisherman who spends his days providing for his sick mother and a wider community that relies on his catch.
Brandspur Brand News reports that the film was unveiled to media representatives at AXA Mansard’s office in Victoria Island, Lagos, where the company used the short production to illustrate how its approach to care extends beyond insurance as a financial product.
Pere’s story begins with his struggle to balance his responsibility to his mother with the demands of supporting his community. After falling ill himself, he plunges into the river while fishing and encounters a glowing blue stone beneath the water.
The stone offers Pere a different kind of promise. Having spent his life caring for others, he is told that it will now care for him.
The film then moves from animation to live action, revealing children listening to a man narrate Pere’s story. Their curiosity about whether the magical stone exists leads to a moment in which Pere and his mother appear in the story as real people, walking into an AXA Mansard office.
The campaign uses the transition between the folktale and real life to connect its message about care with the company’s approach to insurance. AXA Mansard said the initiative is intended to encourage a broader understanding of care as a responsibility shared by families, businesses and communities.
The company also linked the campaign to its health insurance approach of “care first, premium later”. Under the philosophy, customers facing emergencies are prioritised for necessary medical attention while premium related matters are handled afterwards.
Speaking about the campaign, Tope Adeniyi, chief executive officer of AXA Mansard Health, said caregiving affects different parts of everyday life, from looking after children and parents to supporting spouses, relatives and colleagues.
Adeniyi also pointed to the launch of AXA Care as part of the company’s wider effort to draw attention to caregiving and support both caregivers and people receiving care.
He said the responsibility of looking after others should not force caregivers to neglect their own future, a principle that forms a central part of the campaign’s message.
The film’s central character reflects that tension. Pere’s devotion to his mother and community leaves him physically weakened, before the intervention of the blue stone introduces the idea that those who spend their lives caring for others also deserve protection.
For AXA Mansard, the campaign therefore presents insurance as part of a wider conversation about preparedness and financial wellbeing, rather than simply a transaction between an insurer and a customer.
The company said the Culture of Care campaign is ultimately intended to recognise everyday acts of care while encouraging Nigerians to extend that same attention to their own long term financial security.
