Insurance firm AXA has unveiled a new campaign showcasing individuals and organisations that champion women ahead of UEFA Women’s Euro’s 2025.
Crafted in partnership with Wavemaker in Germany UK and Bauer Media UK, the ad is titled ‘Keep on Kicking’.
Central to the work is the insurance brand’s collaboration with the Walking Football Association (WFA). The partnership highlights the WFA’s work in encouraging women to exercise more through walking football.
Barney Bailey, brand and sponsorship director at AXA UK, said: “Keep on Kicking” goes beyond football, it’s about creating inclusive spaces where women can thrive both physically and mentally.”
“Through our collaboration with the Walking Football Association and our role as an official partner of UEFA Women’s EURO 2025, we’re proud to support the everyday champions who are driving real change in their communities.”
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The campaign will run across radio and print, with on-air activations featuring on Absolute Radio programming, including the Dave Berry Breakfast show. Listeners will be asked to nominate their local football team for a chance to win £2000 of funding.
The marketing drive will be amplified in the week running up to the tournament, with Absolute Radio running a series of branded trails and station endorsements.
It will also include a double-page placement in Grazia magazine, featuring an interview with Liverpool player Natasha Dowie.
The campaign will be supported by audio, social videos and creative digital hub pages.
Simon Kilby, managing director of Bauer Advertising, said: “Our brilliant Absolute Radio and Grazia brands have long driven the conversation about mental wellbeing and so we were delighted to have this opportunity to utilise both platforms to spark conversation around the benefits of staying active.
“Through this targeted multi-platform campaign, we’re really pleased to partner with AXA and Wavemaker to champion women’s sporting communities and create real impact in an exciting summer of sport.”
