Ahead of AXA’s sponsorship of the Women’s Euros 2025, the insurance firm has launched a “powerful” new campaign spotlighting cancer survivors.
Devised by creative agency Nonsense, the marketing drive is part of its long-term partnership with Walking Women’s Football.
Titled ‘Kicking Cancer: The World’s Toughest Football team’, the campaign is comprised of a nine-minute film which features a walking football team made up of cancer survivors.
Tom Primrose, strategy director at Nonsense, said: “We wanted to inspire people who see this incredibly moving film and, ultimately, create action, helping AXA and the Walking Football Association promote WWF taster days to encourage more women to get involved in the great sport.
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Viewers follow Julia Tibbs, who created the team. The video shares the women’s stories, highlighting how the sport was a “lifeline” for them.
The media campaign was developed in partnership with Bauer Media and Wavemaker UK.
Barney Bailey, brand and sponsorship director at AXA UK, said: “The Kicking Cancer documentary celebrates those who use football as a force for healing, connection and growth.
“Alongside the Walking Football Association and as an Official Partner of UEFA Women’s Euro 2025, we’re proud to back everyday heroes creating lasting change in their communities.”
