In one TV spot, "Door" a panicked man runs along an endless hospital corridor, unable to reach the door through which he will receive much needed medical treatment. A voiceover notes that lack of access to treatment could set back recovery, a problem AXA promises to address.
Another, 'On Hold', depicts warm family moments being frozen because of medical bills.
The campaign by creative agency Publicis will run primarily on TV and print with outdoor and online support in selected markets.
The spots which were launched in Hong Kong on September 24, followed by Malaysia, Thailand and Indonesia last week.
Media buy is being managed by Havas while Weber Shandwick is handling public relations.
According to the company, the campaign is part of AXA Asia's strategy to expand its footprint in the Asia healthcare industry.
Agency Credits
Media buying agency: Havas MPG
Creative Agency: Publicis
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