Axa UK is aiming to to help consumers better recognise the warning signs of domestic abuse, focusing on the everyday phrases that conceal financial abuse in relationships, as part of the firm’s drive to tackle this often misunderstood issue.
“What they say. What we hear” has been developed in partnership with Leo UK, and is supported by Axa UK research, which found that almost a quarter (24%) of UK adults would not consider a partner having financial control over their bank accounts as abuse, while 21% believe being removed from an insurance policy could be dismissed as “normal” or “not serious” in a relationship.
Featuring nationwide OOH and social activations, the creative reinforces the central message that financial abuse often hides in plain sight.
The creative uses the familiar world of online translation tools to uncover the underlying reality of coercion and control, for example “I took you off the car insurance. You don’t need it” and “You don’t need to see the paperwork, I’ll take care of it,” reframed to reveal what is really being communicated beneath the surface.
Alongside the awareness work, Axa has worked with Women’s Aid and Smart Works to increase understanding and improve access to vital support.
The campaign is also supported by a wider PR campaign, led by MSL UK. Fronted by TV presenter and relationship and life coach Anna Williamson, with supporting research commissioned by Axa UK, the initiative centres around helping to raise awareness of financial abuse and share how Axa UK is supporting victims and survivors.
Axa UK & Ireland chief executive Tara Foley said: “Financial abuse often hides in plain sight, but even some of the most obvious signs can be hard to see. That’s why we’re working with Women’s Aid and Smart Works to raise awareness of the signs of financial abuse and offer practical assistance to those who may be experiencing it. We want to empower everyone to recognise the signs and help them find the words to seek help when they need it most.”
Leo UK chief creative officer Mark Elwood added: “The power of this idea is its simplicity. We took familiar, everyday phrases and revealed the hidden truths they can sometimes carry.
“’What they say. What we hear’ is designed to stop people in their tracks, because the most harmful control doesn’t always look dramatic, it can sound like a normal conversation. If the work helps even one person recognise what’s happening and reach support, then it’s doing its job.”
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