Three Words

Recognizing domestic violence as a risk, AXA and Publicis change home insurance policies with 'Three Words'. A first for the category, providing victims with emergency housing relocation, as insurers do in cases of fire or flood.

Insurance company AXA has worked with Publicis Conseil to change its insurance policies across France in order to recognize domestic violence as a risk and help women and children who are its victims. The initiative, supported by a large scale national advertising campaign, will provide emergency relocation support for domestic violence for the first time.

Home is the most dangerous place for women.
In France, domestic violence is on the rise. The number of domestic violence victims reported to police stations has doubled between 2016 and 2023, rising from over 124,000 to more than 270,000.* And these are only the reported cases. According to the Women’s Foundation (Fondation des Femmes), the actual number of victims is estimated to be closer to 1 million each year.

According to the French Ministry of the Interior, 77% of calls to 3919 (a national helpline for domestic violence) mention the urgent need to find alternative housing.

Many factors can prevent a woman from leaving a violent household. But one of the main barriers to leaving for victims of domestic violence is the lack of rehousing solutions, which forces them to remain in their home. Indeed, victims of domestic violence are often isolated from family and friends and placed under financial control by their abusive partner. As a result, they are left without resources, support, or anywhere to go.**

AXA steps in to provide emergency housing relocation.
When a victim of domestic violence seeks help, it often coincides with a peak in danger, an escalation of violence. Acting quickly is crucial. This presents a challenge in victim support -and that’s where the insurer has a role to play. Insurers are specialized in emergency rehousing in the event of a disaster, such as a fire or flood. They have assistance systems in place to rehouse a family within 24 hours, in an equivalent accommodation. With its expertise, the insurer can provide rapid assistance, ensuring that the victim and their children are safely relocated. AXA steps in during this critical emergency window to help women land on their feet, allowing nonprofit organizations to take over and provide long-term support.

As part of its ongoing commitment to fighting domestic violence***, AXA France is now introducing two new guarantees in its home insurance policies:

- Legal, psychological, and financial support, provided by Juridica, AXA France’s legal protection subsidiary, through a team of 50 lawyers trained to assist victims of violence.
- Emergency rehousing coverage for a period of 7 days (renewable) for the victim and their children, giving them the time and security needed to take essential steps and find a long-term housing solution.

This new support system is built on:

- A dedicated legal assistance helpline, available Monday to Friday from 9:30 AM to 7:00 PM, to provide victims with guidance on their rights and assess their potential need for emergency housing relocation.
- A specialized unit for domestic violence victims within AXA Partners, an entity focused on everyday assistance, available 24/7. This team is responsible for securing safe and suitable accommodation (hotel or trusted third party) while ensuring anonymity, security guarantees, geographic considerations, and family needs (e.g., number of children). They also arrange transportation to the chosen location.

Large scale communication campaign
To raise awareness of this new support system, AXA has launched a large-scale communication campaign (TV, national billboards, social media) designed and led by Publicis Conseil. The campaign centers around the addition of ‘three words’ to insurance policies – ‘and domestic violence’ – which will make all the difference.

A TV commercial will run for three weeks, supported by a national billboard campaign, as well as press, digital, and social media coverage. A 2-minute educational video explaining the initiative and detailing the victim support process behind AXA’s new guarantee is released online. This video is designed not only for victims but also for their loved ones, who may use it to inform and support them.
A short documentary, directed by Marjory Dejardin in collaboration with Sarah Barukh, takes an immersive, on-the-ground approach. It follows the entire victim support process from the moment they reach out to AXA, highlighting the efforts of those working to help them.

After a launch in France, the AXA group is considering expansion into other countries.