AXA Mansard Unveils ‘Culture of Care’ Campaign, Puts Caregivers at Heart of Protection Conversation
The Chief Executive Officer, AXA Mansard Insurance Plc, Kunle Ahmed (left); General Counsel/Company Secretary, Omowunmi Adewusi, Chief Executive Officer, AXA Hansard Health, Tope Adeniyi; Chief Distribution officer, AXA Mansard Insurance Plc, Jumoke Odulami, CFO , AXA Mansard Insurance,Ngozi Ola Isreal, Chief Executive Officer, AXA Mansard Investments, Deji Tunde-Anjous, and Head of Marketing, AXA Mansard Insurance Plc, Olusesan Ogunyooye, at the company's unveiling of its “Culture of Care” campaign, in Lagos.
AXA Mansard has unveiled a new brand campaign, “Culture of Care,” calling attention to the often-overlooked people whose everyday acts of care keep families, communities and society moving. The campaign was unveiled today during a press parley held at the company’s office in Lagos.
The campaign seeks to reignite a national conversation around care, positioning it not merely as an emotion but as an essential part of protection and a value deeply rooted in African and Nigerian culture.
Speaking at the press parley, Adebola Surakat, Chief Marketing Officer, AXA Mansard, said the culture of care has historically been one of Nigeria’s greatest strengths, helping families remain strong, communities thrive and society navigate difficult moments.
“Behind every successful family, a thriving community and a resilient society, there is always someone who cares,” Surakat said, explaining that AXA Mansard believes the conversation around care matters because “care is the first act of protection.”
According to her, the campaign is intended to bring the culture of care back to the forefront of public consciousness and encourage Nigerians to recognise the people who consistently care for others.
For Kunle Ahmed, CEO, AXA Mansard Insurance, the campaign represents more than a marketing initiative, describing the unveiling as the beginning of a broader national conversation about the value of care.
“We are not only launching a campaign; we are igniting a national conversation,” Ahmed said.
He noted that care has always been central to African and Nigerian values and aligns with AXA Mansard’s purpose of acting for human progress by protecting what matters.
Ahmed said that while the company has, over the years, provided protection for families, businesses, individuals and communities through insurance, healthcare, investments and other solutions, its reflection on what protection truly means in the Nigerian context led to a fundamental conclusion: protection does not begin with an insurance policy; it begins with people.
He illustrated this through the everyday acts of people who care for others from mothers who stay awake through the night for their children and parents who make sacrifices for their families, to sons and daughters caring for ageing parents, friends supporting one another through adversity and communities rallying around those in difficult circumstances.
Ahmed connected the campaign to the African philosophy of Ubuntu, which emphasises the interconnectedness of individual and collective wellbeing.
The campaign, he added, celebrates ordinary people who care for others every day, often without recognition, while reinforcing AXA Mansard’s belief that those who protect others also deserve protection.
Caregivers and the cost of caring
Expanding on the campaign’s human dimension, Tope Adeniyi, CEO, AXA Mansard Health, said everyone has a role to play in sustaining the culture of care, which he described as fundamental to Nigeria’s social fabric.
He said care extends from the home to the workplace and across different sectors of society, stressing the importance of protecting what matters, including people’s physical and emotional wellbeing as well as their property.
Adeniyi, however, noted that caregivers themselves can become overlooked in the process.
“Many of these caregivers postpone their own needs. They put their own needs last,” he said, pointing to the emotional, financial and physical burdens that many caregivers carry while continuing to show up for those who depend on them.
he emphasised that care must be understood as an action rather than simply an emotion.
Financial wellbeing as an act of care
The campaign also places financial wellbeing within the broader conversation about protection.
According to Deji Tunde-Anjous, CEO, AXA Mansard Investments, financial wellbeing gives people the confidence to face uncertainty, pursue their ambitions and build futures that can withstand unexpected challenges.
He said caring for others should not mean sacrificing one’s own financial future, noting that people who dedicate their lives to supporting others also need to plan for their own long-term security.
“Planning financially for the future is an act of care,” Tunde-Anjous said.
He explained that the campaign is therefore intended to encourage Nigerians to view protection beyond immediate needs and consider the long-term financial wellbeing of those who carry responsibility for others.
Turning culture into progress
Meanwhile, Olusesan Ogunyooye, Head of Marketing, AXA Mansard, said the use of the word “culture” in the campaign was deliberate, reflecting the company’s belief that culture plays a significant role in shaping society.
He described the initiative as the company’s first African brand campaign and said it draws from the deeply rooted African tradition of caring for others.
Ogunyooye said the campaign is built around the philosophy “I am because you are,” with the ambition of positioning AXA Mansard as a brand that understands Nigeria’s culture of care, protects those who protect others and serves as a partner to Nigerians.
According to him, Nigeria’s heritage remains a significant strength despite the challenges facing the country, and the opportunity lies in turning the culture of care into a lever for progress across businesses, communities and the wider society.
At the centre of the campaign is a simple but significant question: “Who takes care of the caregiver?”
AXA Mansard said the campaign will seek to keep that question within the national conversation while reinforcing its broader belief that caring is one of the most meaningful forms of protection.
Other AXA Mansard executives, including Omowunmi Adewusi, General Counsel/Company Secretary; Ngozi Ola-Israel, Chief Finance Officer; and Jumoke Odunlami, Head, Retail Services (Chief Distribution Officer), also shared perspectives on the company’s brand positioning and the significance of the campaign during the press engagement.
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