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Wavemaker has partnered with AXA UK on the latest brand campaign in its ‘Why Should the Future be a Risk?’ series.

The ‘Being Self-Employed Shouldn’t Be a Risk’ film was created by Publicis Conseil in Paris and shines a spotlight on AXA’s insurance offering for SMEs. Its aim is to engage millions of UK sole traders and small business owners by highlighting AXA’s comprehensive support package to help them thrive, from tailored insurance products to a free 24/7 legal helpline and business expertise.

AXA faces a dual challenge: New risks and new vulnerabilities are emerging, creating an uncertain future. In this new world of interconnected and unpredictable risks, AXA’s ‘Why Should the Future be a Risk?’ brand campaign series and this new chapter demonstrate how AXA can help small businesses regain control over their future to make life safer, fairer, and more inclusive for as many people as possible. 

The campaign’s media activation will run across a range of touchpoints, ensuring AXA’s message resonates with diverse audiences. This includes TV, video on demand, out-of-home (OOH), and radio, alongside digital activations. 

The radio campaign, developed by Leo Burnett, plays a pivotal role in reaching self-employed professionals, showcasing how AXA’s business insurance can offer them peace of mind.

OOH activations will drive mass coverage across key UK cities, while programmatic OOH (prOOH) ensures precision targeting. Digital engagement is further boosted through community-driven platforms like Reddit, a TikTok Branded Mission, and strategic placements across broadcast video on demand, connected TV, and Amazon Prime. This media-first approach ensures that both micro-entrepreneurs and quality-conscious consumers are reached in contextually relevant environments.

The campaign will run until mid-November. Measurement tools are in place to track engagement, brand awareness, and sales uplift, ensuring the campaign delivers strong results.

Barney Bailey, brand and sponsorship director at AXA, explained, "At AXA, we believe the future shouldn’t be a risk and we strive to empower individuals and businesses to face it with confidence. Partnering with Wavemaker allows us to reach our key target audiences while achieving their media targets.

This campaign marks an important step in highlighting the wide-ranging support and guidance we offer to the self-employed and small business owners, ensuring that professional vulnerabilities don't stand in the way of their success.”

Danila Paraskevas, client lead at Wavemaker UK, added, “Using our audience panel, Every Voice, we were able to dig deep into how people felt about the small businesses they knew. The findings highlighted that they viewed them as the foundation and bedrock of creating a local community. This is something we were able to leverage by way of media localisation, thus ensuring AXA’s business insurance offering stands out in the market."

Wavemaker is responsible for offline media planning and buying as well as digital activations.