Not for Sale

France’s leading loan insurance company, CNP, is raising awareness of the home-ownership hurdles faced by women in France who have had breast cancer in a provocative outdoor campaign for Breast Cancer Awareness Month.

Each year in France, 60,000 women are diagnosed with breast cancer. Yet, in addition to facing this stressful diagnosis, they also find themselves unable to obtain loan insurance. This makes it much harder for them to take out mortgages and become homeowners, throwing their lives into further upheaval.

Women with a breast cancer diagnosis need to wait until at least five years after the end of their cancer treatment to obtain loan insurance, or alternatively face reduced coverage or paying over the odds.

In its new campaign, CNP Assurances aims to highlight that, in March, it became the first insurer to guarantee that women who have had breast cancer can insure their loan without premiums or reduced coverage.

The outdoor campaign, created by Paris-based agency The Good Company, raises awareness of the issue in an impactful way, putting a twist on real estate “for sale” signs with an impactful and thought-provoking message: “Not for sale to women who have had breast cancer.” The signs redirect people to a dedicated phone line and a QR code which they can scan to obtain all the necessary information regarding loan insurance.

As well as the campaign running on real estate media, CNP Assurances employees will also be encouraged to post about it on social media during Breast Cancer Awareness Month, which is known as October Rose or “Pink October” in France. Ads will also appear in local newspapers’ classified ads and on real estate search engine SeLoger.com.

The campaign aims to raise awareness of the issue as well as promote CNP’s new offer, which gives French women access to loan insurance contracts with regular conditions as soon as their breast cancer treatment ends.

According to a survey by CNP,** only 30% of French people are aware of the obstacles to loan insurance faced by women who have had breast cancer, while only 34% know about the five year rule, which is known as the “right to be forgotten.” 93% of those surveyed said they thought CNP Assurances had done the right thing and 93% would also like it to take into account other illness and conditions.

"As a responsible, inclusive insurance company that aims to protect as many citizens as possible, we believe it is necessary to push the boundaries of insurance, in particular by helping women who have had breast cancer achieve their life projects,” said Marie-Aude Thépaut, CEO, CNP Assurances. “This campaign aims to let people know that it is now possible to embark on a real estate project immediately after breast cancer treatment. The teams at CNP Assurances are proud and committed to promoting this message to make it widely known."

"We wanted to raise awareness on this issue and show that it is possible to treat cancer survivors without any form discrimination, so that other insurance companies in France and around the world raise their game. For once, we would be really happy if CNP Insurance's competitors copied them,” says Luc Wise, CEO of The Good Company.