Axa Prévention - "Sweetheart (French)"

Hungry and Foolish

Hungry and Foolish Paris, France

4180

This ad is part of the ACT Responsible Collection

Brand: Axa Prévention
Country: France

Advertiser: Axa Prévention

Title	Sweetheart (French)
Title (original language)	Mon Coeur
Agency	Hungry and Foolish
Campaign	Sweetheart
Advertiser	Axa Prévention
Brand	Axa Prévention
Date of First Broadcast/Publication	2022 / 9
Business Sector	Charities, Foundations, Volunteers
Philosophy	The findings of a study conducted by Axa Prévention are striking, revealing the precariousness of women’s health. Often the pillar of the household, many women take on an all-encompassing role that is both organizational (managing errands, appointments, and activities) and emotional (listening and providing moral support). While focusing on their loved ones, they can easily forget about themselves to the point of putting their own health at risk. 200 women die every day in France from cardiovascular disease – the leading cause of death among women. With a strong emotional dimension, this film resonates with many people without being moralistic or distressing. The repetition and double reading of the term "mon coeur" (sweetheart) embodies all the love and attention we can give someone. With this campaign, Axa Prevention raised awareness, encouraging us to take care of the hearts of those who care so much for others.
Philosophy (original language)	AXA Prévention réaffirme son engagement pour la santé des femmes dont 200 d'entre elles meurent chaque jour de maladies cardiovasculaires. Un film poignant qui encourage le suivi de la santé des femmes en sensibilisant leur entourage : « Famille, conjoints, collègues et amis, c’est à nous tous d’agir pour la santé des femmes. »
Problem	AXA Prévention is a non-profit association. Its mission is to study and implement all measures likely to develop the culture of prevention of the French population in order to prevent and reduce the risks to which they are exposed in health, on the road, at home, in front of screens, in the professional environment and in the face of global warming.
Problem (original language)	Les femmes s’oublient, font passer la santé de leurs proches avant la leur, repoussent le moment de consulter, ont un suivi médical en pointillés et une prévention « bricolée » : ces constats alarmants ont été révélés en 2021 par l’étude inédite d’AXA Prévention.
Media Type	Cinema
Length	50 seconds
Advertising Manager	Eric Lemaire
Advertising Manager	Clotilde du Fretay
Advertising Manager	Christine Ecart Duplessy
Advertising Manager	Sylvie Mensa
Creative Director	Emmanuel François-Eugène
Copywriter	Stéphane Le Frapper
Art Director	Quentin Delachaud
Account Director	Marine Merhi
Project Manager	Caroline Guillier
Agency Producer	Patricia Chemoul
Director	Safy Nebbou