By Adebola Surakat, Chief Marketing Officer, AXA Mansard
The subtext of some of the questions I have got since the launch of our ongoing Culture of Care campaign is ‘why would an insurance company launch a campaign about care?
So today, permit me to use this medium to provide some answers. After decades of supporting people to protect their health, finances, businesses, and futures, we have learned that every act of protection begins with an act of care.
A parent does not buy insurance because of a policy document. They do it because they care about what happens to their children when life becomes uncertain. A business owner protects an enterprise because employees, customers, and dreams depend on it. People invest for the future because they care about tomorrow. At its core, protection is simply care made tangible.
That is why we believe that caring for each other is the most beautiful form of protection. It is also why we launched the Culture of Care campaign, not as an advertisement, but as a reminder of a value that has always been one of Nigeria’s greatest strengths.
Long before insurance existed, care was the way communities protected themselves. We saw it in the spirit of ajo and esusu, where people pooled resources to support one another. We saw it in neighbourhoods where children were raised not only by parents but by grandparents, aunties, uncles, and neighbours. We saw it in communities where no one faced hardship entirely alone. Care was our first safety net. It was our first protection system.
Yet in today’s fast-paced world, we often celebrate achievement without acknowledging the care that made it possible. We applaud success but overlook the sacrifices behind it. We admire resilience but rarely pause to recognise the people whose daily acts of care sustain families, businesses, and communities.
This is the cultural truth that behind every thriving individual, there exists someone who cares, which is at the heart of our campaign.
At AXA, this truth is not lost on us. We see it every day through our insurance, health, and investment businesses. We see parents planning for their children’s future, families seeking access to quality healthcare, and individuals building financial security for loved ones. Across all these moments, we find out that people are motivated not by fear, they are moved by love, responsibility, and care.
The more we serve Nigerians, the more convinced we become that care is one of the country’s greatest assets.
When care thrives, families are stronger. Communities become more resilient. Businesses perform better because people feel supported. Trust grows. Wellbeing improves. Nations become more stable because citizens are invested in each other’s success.
In other words, care is not merely an emotion. It is social capital. It is the invisible force that holds societies together. This belief inspired AXA’s first pan-African brand campaign, created in Africa and for Africa. Through the campaign, we are inviting you to rediscover and deepen a culture that already exists within you. We are asking an important question: Who takes care of the giver?
Because while caregivers, providers, teachers, healthcare workers, entrepreneurs, and community leaders spend their lives supporting others, they too deserve recognition, protection, and care.
The campaign is therefore a call to action. A call to celebrate caregivers. A call to support those who support others. A call to make care more visible, more intentional, and more valued.
When you see the campaign, if all you see is an advertising message, then you would have missed a point. Our hope is that you see it as something bigger like a personal reminder of who we are as Nigerians and Africans.
Because protection does not begin with a policy. It begins with people. It begins when we choose responsibility over indifference, compassion over convenience, and community over isolation.
That is the lesson we have learned from serving millions of people. It is the belief at the heart of AXA and it is the message we hope this campaign leaves with every Nigerian. When we care for one another, we do more than protect individuals. We strengthen families, build resilient communities, and create a stronger nation.
