AXA Philippines received three recognitions at the 22nd Philippine Quill Awards, highlighting campaigns focused on financial protection, mental health, and health insurance.
The insurer received an Award of Excellence for its AllShield campaign and two Awards of Merit for campaigns centered on its Mind Health Report and health insurance offerings.
Together, the campaigns show how AXA Philippines has used storytelling, research, influencer partnerships, and educational content to make insurance topics more accessible to Filipino audiences.
What campaigns did AXA Philippines receive Quill Awards for?
The three recognized campaigns addressed different aspects of protection and health:
- AXA AllShield Campaign: Helping Family Champions Stay Protected, Secure, and “Wrapped in Love” received an Award of Excellence under the Marketing, Advertising, and Brand Communication category.
- Making Mind Health Matter: Turning Research into Relevant Conversations received an Award of Merit for the campaign surrounding the 2025 AXA Mind Health Report.
- AXA Health KOL Campaign: Boosting Awareness Through Human-interest Stories received an Award of Merit for its health insurance communications.
The awards recognize communications work rather than the insurance products themselves. That distinction is useful because the campaigns focused on how complex subjects such as insurance protection and mental health can be presented to consumers.
AllShield connects insurance with family responsibilities
The AllShield campaign was built around the message “Wrapped in Love for ₱59/day” and focused on the idea that financial protection can be part of caring for family members.
Its storytelling featured breadwinners, parents, and other family advocates, using familiar household responsibilities as an entry point into discussions about insurance.
The campaign covered protection related to life, accidents, disability, and critical illness. Rather than presenting these as standalone financial products, the communications connected them with situations that families may need to prepare for.
The campaign received the highest of AXA Philippines' three recognitions, an Award of Excellence.
How did AXA Philippines turn mental health research into consumer content?
The second campaign took a different approach by using findings from the 2025 AXA Mind Health Report as the basis for public conversations about mental well-being.
The campaign translated research findings into locally relevant stories and discussions through media relations, sports and entertainment partnerships, and digital content.
It also promoted practical resources such as the AXA Mind Health Self-Check, giving audiences a way to move beyond simply reading about mental health and explore their own well-being.
The campaign received an Award of Merit.
For an insurance company, the approach represents a broader interpretation of protection. Instead of limiting communications to financial risks, the campaign connected health and well-being with the wider concept of preparing for life's challenges.
How did AXA use influencers to explain health insurance?
The third recognized campaign focused on health insurance products and used key opinion leaders (KOLs), podcasts, and brand collaborations to explain different coverage options.
The campaign covered AXA Health Start, AXA Health Care Access, and AXA Global Health Access, with content adapted for different consumer segments.
Health insurance can be difficult for consumers to compare because coverage, benefits, exclusions, limits, and access arrangements vary between products. Human-interest content and educational formats can provide a more accessible starting point than product descriptions alone.
According to AXA Philippines, the campaign also contributed to sales performance, generated healthy conversion rates, and reduced customer acquisition costs compared with previous years.
The release does not provide the specific conversion rate, sales contribution, or cost figures, so those results cannot be independently quantified from the announcement.
What do the three campaigns have in common?
Although the campaigns covered different subjects, they shared a similar communications strategy: start with situations that consumers can recognize and then connect those experiences to protection.
AllShield focused on family responsibilities. The Mind Health campaign used research to open conversations about mental well-being. The Health KOL campaign used human-interest and educational content to make health insurance easier to understand.
This reflects a broader challenge for the insurance industry. Insurance products often involve technical terms and long-term financial commitments, while the risks they address can feel distant until something happens.
Communications that explain protection through everyday situations can make those concepts easier for consumers to consider.
Why does insurance communication matter to consumers?
Insurance is ultimately about preparing financially for risks that may or may not happen. That makes communication particularly important because consumers need to understand what a policy actually covers before making a financial commitment.
For insurers, effective communication therefore involves more than building brand awareness. It also requires explaining products, benefits, and potential use cases clearly enough for consumers to make informed decisions.
AXA Philippines' three Quill-recognized campaigns approached that challenge from different directions, combining storytelling with research, digital content, partnerships, and educational material.
Nandy Villar, Chief Marketing Officer of AXA Philippines, said the company aims to communicate insurance in ways that connect with people's lives, health, families, and financial security.
The Philippine Quill Awards recognition provides an external acknowledgment of the campaigns' communications work. It does not, however, establish that the insurance products themselves are more suitable than competing products. Consumers still need to assess coverage, costs, exclusions, and terms based on their individual circumstances.
For AXA Philippines, the three awards underscore a communications strategy built around making insurance topics more relatable while broadening the conversation from traditional financial protection to health and well-being.